eBook The Economist: Brands and Branding, 1st Edition

  • Rita Clifton
  • Published By: Economist
  • ISBN-10: 1847650007
  • ISBN-13: 9781847650009
  • DDC: 658.827
  • Grade Level Range: College Freshman - College Senior
  • 304 Pages | eBook
  • Original Copyright 2010 | Published/Released June 2014
  • This publication's content originally published in print form: 2010
  • Price:  Sign in for price

About

Overview

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.

Table of Contents

Front Cover.
Half Title Page.
Other Economist Books.
Title Page.
Copyright Page.
Contents.
The Authors.
Preface.
1: The Case for Brands.
2: Introduction.
3: What is a Brand?.
4: The Financial Value of Brands.
5: The Social Value of Brands.
6: What Makes Brands Great.
7: Best Practice in Branding.
8: Brand Strategy.
9: Brand Experience.
10: Visual and Verbal Identity.
11: Brand Communications.
12: The Public Relations Perspective on Branding.
13: Brand Protection.
14: The Future for Brands.
15: Globalisation and Brands.
16: Branding in Asia.
17: From Elephant to Tiger: Brands and Branding in India.
18: Branding Places and Nations.
19: Brands 2.0: Brands in a Digital World.
20: An Alternative Perspective on Brands: Markets and Morals.
21: The Future of Brands.
Other Backmatter.
Index.