Brands and Branding by Rita Clifton

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Brands and Branding by Rita Clifton

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Brands and Branding by Rita Clifton

The bestselling guide to the role of brands and brand building

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 18 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.

Rita Clifton is chairman of Interbrand, a global brand consultancy. The other contributors come from a wide range of organisations with extensive expertise in brands and branding.

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Clifton, Rita: - Rita Clifton CBE is the former Vice Chair and Strategy Director at Saatchi & Saatchi, was London CEO and then Chair at the global brand consultancy, Interbrand, for 15 years. In 2013 she co-founded the business and brand consultancy, BrandCap, with offices in New York, Hong Kong and London, and now has a portfolio of board roles. She is a regular commentator across all media, including CNN and BBC. She is a Fellow and former Board Trustee of the Worldwide Fund for Nature (WWF) and a member of the UK Government's Sustainable Development Commission, as well being a Visiting Fellow at Saü¾™¦”¼d Business School, University of Oxford.
SKU Unavailable
ISBN 13 9781576603505
ISBN 10 1576603504
Title Brands and Branding
Author Rita Clifton
Series Economist Books
Condition Unavailable
Binding Type Hardback
Publisher Bloomberg Press
Year published 2009-04-01
Number of pages 284
Cover note Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
Note Unavailable