Brands and branding
By: [edited by] Rita Clifton ; with Sameena Ahmad ... [et al.].
Contributors: Clifton, Rita.; Ahmad, Sameena.
Publisher: Bloomberg Press
Published: 2009
Place of publication: New York
Language: eng
Number of pages: 284
ISBN-13: 9781576603505
Subjects: Brand name products; Branding (Marketing); Brand name products -- Management; Brand name products -- Forecasting
Notes: Includes bibliographical references and index.
Table of contents: title: Introduction / Rita Clifton; title: What is a brand? / Tom Blackett; title: The financial value of brands / Jan Lindemann; title: The social value of brands / Giles Gibbons; title: What makes brands great / Jez Frampton; title: Brand strategy / Iain Ellwood; title: Brand experience / Shaun Smith; title: Visual and verbal identity / Tony Allen and John Simmons; title: Brand communications / Paul Feldwick; title: The public relations perspective on branding / Deborah Bowker; title: Brand protection / Allan Poulter; title: Globalisation and brands / Sameena Ahmad; title: Branding in asia / Jonathan Chajet; title: From elephant to tiger : brands and branding in india / Max Raison; title: Branding places and nations / Simon Anholt; title: Brand 2.0 : brands in a digital world / Andy Hobsbawm; title: An alternative perspective on brands : markets and morals / Deborah Doane; title: The future of brands / Rita Clifton.