Brands and branding / / Rita Clifton ; with Sameena Ahmad [and others]

• Autore: Clifton Rita
• Pubblicazione: London, : Profile Books, 2003; London : , : Profile Books Ltd., , 2009
• Edizione: Second edition.
• Descrizione fisica: 1 online resource (xvii, 284 pages, 16 unnumbered pages of plates) : illustrations (some color)
• Disciplina: 658.827
• Soggetto topico: Brand name products; Branding (Marketing); Brand name products - Management; Brand name products - Forecasting
• Persona (resp. second.): AhmadSameena
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: pt. 1. The case for brands -- pt. 2. Best practice in branding -- pt. 3. The future for brands.
• Sommario/riassunto: Although 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.
• Titolo autorizzato: Brands and branding
• ISBN: 1-84765-117-8; 1-281-03168-2; 9786611031688; 1-84765-000-7
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910679286103321
• Lo trovi qui: Univ. Federico II
• Serie: Economist series.