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Download e-book for iPad: Brands and Branding (2nd Edition) (The Economist) by Rita Clifton

By Rita Clifton

ISBN-10: 1847650007

ISBN-13: 9781847650009

Even supposing the stability sheet won't even placed a cost on it, a company's model or its portfolio of manufacturers is in lots of circumstances its most precious asset, accounting for up to 70% of a firm's industry worth at times. This ebook argues that due to this and due to the facility of not-for-profit manufacturers like Oxfam, all enterprises should still make the logo their important setting up precept, guiding each motion and decision.
Divided into 3 elements and written through eighteen specialists at the topic, this totally revised
and up to date advisor to manufacturers and branding examines the case for manufacturers, outlines top perform and the longer term for manufacturers. It comprises chapters on model valuation, what makes a model nice, model procedure, model adventure, visible and verbal identification, model communications, model security and new chapters on branding in India and types in a electronic global.

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Extra resources for Brands and Branding (2nd Edition) (The Economist)

Example text

Brands – whether product, service, retail or corporate, consumer or business-to-business – are demonstrably the most important and sustainable asset any organisation has. While founding individuals might die, buildings fall down, and products and technologies become obsolete, brands live on if they are managed well – and are allowed to play the central managing and organising role that they justify. Being managed well extends as far as making sure that people understand and help to deliver the brand across all operations – including being appraised and given incentives in line with the brand values.

Sometimes they opt for an entirely new name: Altria is now the name of the tobacco, 55 beer and foods group once known as Philip Morris. There is no right or wrong way of renaming businesses; it is as much a matter of what the company feels comfortable with and what it feels it can make work. The key is commitment and good communications. Sometimes these rules are not observed as faithfully as they should be. When Guinness merged with Grand Metropolitan the holding company adopted the name Diageo.

However, the definitions also underline a common origin. Almost irrespective of how the word is used today, it has always meant, in its passive form, the object by which an impression is formed, and in its active form the process of forming this impression. 50 The following pages develop the use of the word brand, both passive and active (albeit in human consciousness rather than on the flank of an animal), and explain how “branding” has become so important to business strategy. But first, there is a short history of brands.

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Brands and Branding (2nd Edition) (The Economist) by Rita Clifton


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