The Economist: Brands and Branding by Rita Clifton

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The Economist: Brands and Branding by Rita Clifton

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Summary

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 per cent of a firm's market value in some cases. This guide to brands and branding examines the case for brands, outlines best practice and the future for brands.

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The Economist: Brands and Branding by Rita Clifton

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 per cent of a firm's market value in some cases. This guide to brands and branding examines the case for brands, outlines best practice and the future for brands.

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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.
SKU Unavailable
ISBN 13 9781846681196
ISBN 10 1846681197
Title The Economist: Brands and Branding
Author Rita Clifton
Condition Unavailable
Binding Type Hardback
Publisher Profile Books Ltd
Year published 2009-03-19
Number of pages 304
Cover note Book picture is for illustrative purposes only, actual binding, cover or edition may vary.