Brands today are key engines of economic strength. Far from being a superficial or cosmetic communications exercise, brands have become a central organizing principle behind many ambitious companies.

This authoritative book contains contributions from some of the field's leading practitioners, academics and consultants, analyzing the nature and benefits of brands particularly in terms of their sustainable business value and their wider social advantages.



This is the definitive business book on brands and branding. It not only explains the economic strength and importance of brands, but also will frame thinking on the best practice of branding now and for the future.



Book Info

Pocket-sized text reviews the best practices in branding and recognizes the power of brands in large and small organizations. Covers everything from brand positioning to brand protection as well as visual and verbal identity of brands. Includes index. DLC: Brand name products.



About the Author

The contributors are leading practitioners, academics, commentators and consultants in the field of brands including Rita Clifton (CEO of Interbrand), Sam Ahmad (The Economist), Paul Feldwick (BMP DDB), and Deborah Bowker (Burson Marsteller).



Table of Contents:

Part 1 The case for brands

1 What is a brand?

Tomn Blackett

2 The financial value of brands

Jan Lindemann

3 The social value of brands

Steve Hilton

4 What makes brands great

Chuck Brymer



Part 2 Best practice in branding

5 Brand positioning and brand creation

Anne Bahr Thompson

6 Brand experience

Shaun Smith

7 Visual and verbal identity

Tony Allen and John Simmons

8 Brand communications

Paul Feldwick

9 The public relations perspective on branding

Beborah Bowker

10 Brand protection

Allan Poulter



Part 3 The future for brands

11 Globalisation and brands

Sameena Ahmad

12 An alternative perspective on brands: markets and morals

Deborah Doane



13 Branding in South-East Asia

Kim Faulkner

14 Branding places and nations

Simon Anholt

15 The future of brands

Rita Clifton