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Branding is currently one of the most exciting subjects around; business people everywhere are waking up to the fact that brands are a huge source of value. But it is only by understanding the real value that brands bring to consumers that brand owners and manufacturers can truly learn to exploit that value. Brands no longer operate only in the traditional packaged goods markets; the techniques of good branding are just as vital in the business-to-business and utilities sectors, and are increasingly being applied even in non-commercial areas, from charities to football clubs. This comprehensive and authoritative book looks at branding from a wide range of perspectives: from the creation of a new brand, through the development of brand names and packaging designs, to advertising international brands. It explores the hot topics of brand valuation and brand licensing, as well as studying the increasingly important role of the corporate brand. This book is a must for anyone with an interest in brands.
List of contents
What is Branding?; J.Murphy - The History of Branding; A.Room - New Brand Development; P.Robertson - Developing New Brand Names; S.Hart - Brand Packaging; C.Lightfoot & R.Gerstman - Researching Brands; K.Campbell - Branding the Corporation; S.Mottram - Brands as Intellectual Property; J.Fogg - Commercial Counterfeiting; V.Carratu - Brands as Financial Assets; A.Batchelor - Brand Licensing; R.Perrier - Brand Franchising; A.Taylor - International Branding; B.Tragos - Branding in the European Union; J.Murray - Managing Retail Brands; M.Jary & A.Wileman - Commodity Branding; J.Pope, D.Cullwick & J.Kennelly - Branding in the Pharmaceutical Industry; A.Milligan - Brand Revitalisation and Extension; D.Andrew - Managing the Brand; A.Seth - The Future for Brands; S.Hart
About the author
ADRIAN ROOM - the Names Society
PAMELA ROBERTSON - Interbrand
CHRIS LIGHTFOOT - Interbrand
RICHARD GERSTMAN - Gerstman & Meyers
KATRIONA CAMPBELL - Interbrand
SIMON MOTTRAM - Interbrand
JANET FOGG - Markforce Associates
VINCENT CARRATU - Carratu International
ALEX BATCHELOR - Interbrand
RAYMOND PERRIER - Interbrand
ANDREW TAYLOR - Executive Vice President, McDonald's UK
BILL TRAGOS - Chairman CEO, TBWA International
JOHN MURRAY - Mars
MICHAEL JARY - OC & C Strategy Consultants
ANDREW WILEMAN - OC & C Strategy Consultants
JOE POPE - ENZA
DAVID CULLWICK - Ernst & Young
JO KENNELLY - Ernst & Young
ANDY MILLIGAN - Interbrand
DAVID ANDREW - Interbrand Pacific
ANDREW SETH - The Added Value Company
Report
'A good book, nicely combining history with current practice, giving a valuable perspective...not only an introductory text, but a good update for existing practitioners.' - Ann Gregory, Leeds Metropolitan University
