The Economist: Brands and Branding

The Economist: Brands and Branding

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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 eighteen 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.Along with many industries such as health care, media or finance, the knowledge monopolies that brands enjoyed have ... calla€ a€œmy unbelievable experiences with Della€ a€œconsumer complaints about Dell computera#39;s customer servicea€ a€œcuomo sues Dell ... Forget ita€ a€œGrowing pains hit Della#39;s customer servicea€ a€œif youa#39;ve exhausted the normal routes of solving your problems with Dell try sending an email to.

Title:The Economist: Brands and Branding
Author: Rita Clifton
Publisher:Profile Books - 2010-07-23

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