Brands and Branding, Second Edition by Rita Clifton

By Rita Clifton

With contributions from best model specialists around the globe, this worthwhile source delineates the case for manufacturers (financial worth, social worth, etc.) and appears at what makes yes manufacturers nice. It covers most sensible practices in branding and in addition seems on the way forward for manufacturers within the age of globalization.  

Although the stability sheet won't even placed a price on it, a company’s model or its portfolio of manufacturers is its most beneficial asset. For recognized businesses it's been calculated that the emblem can account for up to eighty percentage in their marketplace worth.  

This e-book argues that due to this and thanks to the ability of not-for-profit manufacturers just like the pink move or Oxfam, all firms may still make the logo their vital setting up precept, guiding each selection and each motion. in addition to making the case for manufacturers and reading the argument of the anti-globalisation flow that manufacturers are bullies which do damage, this moment variation of Brands and Branding offers a professional evaluation of most sensible perform in branding, overlaying every thing from model positioning to model defense, visible and verbal id and model communications. finally, the 3rd a part of the e-book appears to be like at tendencies in branding, branding in Asia, in particular in China and India, manufacturers in a electronic international and the long run for manufacturers.  

Written by way of 19 specialists within the box, Brands and Branding units out to supply a greater figuring out of the position and significance of manufacturers, in addition to a wealth of insights into how one builds and sustains a winning model.

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Extra info for Brands and Branding, Second Edition

Example text

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. A short history of brands The word brand comes from the Old Norse brandr, meaning to burn, and from these origins made its way into Anglo-Saxon. It was of course by burning that early man stamped ownership on his livestock, and with the development of trade buyers would use brands as a means of distinguishing between the cattle of one farmer and another.

Few brand owners do this well. Customer/consumer insight can come from many sources, including direct customer contact (“immersion”) as well as formal market research, customer database analysis, learning from operations (for example, complaints) and market intelligence. Of course, customer insights achieve nothing if they are not communicated openly – even when they challenge current assumptions and the resulting strategies – and then acted on. This is a big challenge in most organisations. Another accountability issue relates to marketing metrics such as market share, customer loyalty, relative price and relative perceived quality.

He runs Dark Angels workshops in the UK and internationally. He is series editor of Great Brand Stories, and author of books in that series on Starbucks, Arsenal and Innocent Drinks. In 2007 John was writer-in-residence at King’s Cross tube station in London. Previously a director of Newell and Sorrell and then of Interbrand, he is now an independent consultant and director of The Writer. Shaun Smith is a leading expert in helping organisations create and deliver customer experiences that differentiate their brands.

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