LEADER 02731oam  2200577   450 
001 9910679286103321
005 20190911112724.0
010   $a1-84765-117-8
010   $a1-281-03168-2
010   $a9786611031688
010   $a1-84765-000-7
035   $a(OCoLC)843112853
035   $a(MiFhGG)GVRL8EDU
035   $a(EXLCZ)991000000000336251
100   $a20140321d2009      uy             0
101 0 $aeng
135   $aurun|---uuuua
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 10$aBrands and branding /$fRita Clifton ; with Sameena Ahmad [and others]
205   $aSecond edition.
210   $aLondon $cProfile Books$d2003
210  1$aLondon :$cProfile Books Ltd.,$d2009.
215   $a1 online resource (xvii, 284 pages, 16 unnumbered pages of plates) $cillustrations (some color)
225 1 $aThe economist
225 0 $aGale eBooks
300   $aDescription based upon print version of record.
311   $a1-84668-119-7 
311   $a1-86197-664-X 
320   $aIncludes bibliographical references and index.
327   $apt. 1. The case for brands -- pt. 2. Best practice in branding -- pt. 3. The future for brands.
330   $aAlthough the balance sheet may not even put a value on it, a company's brand or its portfolio of brands is in many cases its most valuable asset, accounting for as much as 70% of a firm's market value in some cases. This book argues that because of this and because of the power of not-for-profit brands like Oxfam, all organisations should make the brand their central organising principle, guiding every action and decision.        Divided into three parts and written by eighteen experts on the subject, this fully revised and updated guide to brands and branding examines the case for brands, outlines best practice and the future for brands. It includes chapters on brand valuation, what makes a brand great, brand strategy, brand experience, visual and verbal identity, brand communications, brand protection and new chapters on branding in India and brands in a digital world.
410  0$aEconomist series.
606   $aBrand name products
606   $aBranding (Marketing)
606   $aBrand name products$xManagement
606   $aBrand name products$xForecasting
615  0$aBrand name products.
615  0$aBranding (Marketing)
615  0$aBrand name products$xManagement.
615  0$aBrand name products$xForecasting.
676   $a658.827
700   $aClifton$b Rita$0621067
702   $aAhmad$b Sameena
801  0$bMiFhGG
801  1$bMiFhGG
906   $aBOOK
912   $a9910679286103321
996   $aBrands and branding$92561248
997   $aUNINA