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Brands and Branding, Second Edition by Rita Clifton PDF

By Rita Clifton

ISBN-10: 1576603504

ISBN-13: 9781576603505

With contributions from major model specialists all over the world, this worthwhile source delineates the case for manufacturers (financial worth, social price, etc.) and appears at what makes definite manufacturers nice. It covers most sensible practices in branding and likewise seems on the way forward for manufacturers within the age of globalization.  

Although the stability sheet would possibly not even positioned a price on it, a company’s model or its portfolio of manufacturers is its most respected asset. For recognized businesses it's been calculated that the logo can account for up to eighty percentage in their industry price.  

This ebook argues that due to this and thanks to the ability of not-for-profit manufacturers just like the purple go or Oxfam, all enterprises should still make the emblem their vital establishing precept, guiding each selection and each motion. in addition to making the case for manufacturers and studying the argument of the anti-globalisation stream that manufacturers are bullies which do damage, this moment variation of Brands and Branding presents a professional evaluation of top perform in branding, protecting every little thing from model positioning to model safeguard, visible and verbal id and model communications. finally, the 3rd a part of the ebook appears at tendencies in branding, branding in Asia, specially in China and India, manufacturers in a electronic international and the longer term for manufacturers.  

Written through 19 specialists within the box, Brands and Branding units out to supply a greater knowing of the position and value of manufacturers, in addition to a wealth of insights into how one builds and sustains a profitable model.

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Additional info for Brands and Branding, Second Edition

Example text

Sameena Ahmad has been The Economist’s consumer industries correspondent based in London and New York, and the Asia business and finance writer based in Hong Kong. Tony Allen is CEO of brand consultancy Fortune Street. He has been a hands-on practitioner leading international branding projects for over 20 years. Before founding Fortune Street he was a director of corporate identity firm Newell and Sorrell, running its offices in Amsterdam and New York and working for clients including Rabobank, Barclays, Pharmacia & Upjohn and IBM.

Brand refers to customers’ and others’ beliefs and expectations about products and services sold under a specific trade mark or about the company which provides them; the standard term for this is brand equity, although in a corporate or business-to-business context, the old-fashioned term “reputation” is almost synonymous. The use of the same word to mean three categorically different things does not aid clear thinking; and the thinking gets muddier when the anti-globalisation movement refers to “brands as bullies”, when really it is attacking the (mostly American) multinationals that own global consumer brands.

In the fashion-clothing market, for example, brands like Mambo and Diesel have experimented with the use of completely different logos; Diesel even changed the name for a season (although all other visual aspects of the brand remained the same). The success of such tactics depends upon the awareness of the consumer. These two brands enjoy almost “cult” status, and the loyalty with which they are followed by their devotees has assured success. Name changes of products and services are rare; they are uncommon too among companies, but perhaps a little more frequent.

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