Brands And Branding

Divided into three parts and written by 17 experts on the subject, Brands and Branding examines the case for brands, outlines best practice in branding and looks at the future for brands. Although the balance sheet may not even put a value on it, a company’s brand or its portfolio of brands is its most valuable asset. For some companies the brand can account for as much as 70% of their market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organizations should make the brand their central organizing principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the anti-globalization movement that big brands are bullies which do harm, Brands and Branding provides a review of best practice in branding, covering everything from brand positioning to brand protection, visual and verbal identity to brand communications. Finally , the third part of the book looks at trends in branding and the future for brands. Written by 17 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand. About Author: Rita Clifton is chairman of Interbrand, a global brand consultancy and the editor of The Future of Brands. John Simmons is a consultant and author, who specializes in the role of language in branding. He is the author of we, me, them, & it and The invisible grail.