New PDF release: Brands and Branding (2nd Edition) (The Economist)

By Rita Clifton

ISBN-10: 1847650007

ISBN-13: 9781847650009

Even if the stability sheet won't even placed a price on it, a company's model or its portfolio of manufacturers is in lots of circumstances its most respected asset, accounting for up to 70% of a firm's marketplace price on occasion. This ebook argues that due to this and thanks to the facility of not-for-profit manufacturers like Oxfam, all agencies should still make the logo their critical setting up precept, guiding each motion and decision.
Divided into 3 elements and written by means of eighteen specialists at the topic, this totally revised
and up to date advisor to manufacturers and branding examines the case for manufacturers, outlines most sensible perform and the longer term for manufacturers. It comprises chapters on model valuation, what makes a model nice, model procedure, model event, visible and verbal identification, model communications, model defense and new chapters on branding in India and types in a electronic global.

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Additional info for Brands and Branding (2nd Edition) (The Economist)

Example text

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. A farmer with a particularly good reputation for the quality of his animals would find his brand much sought after, while the brands of farmers with a lesser reputation were to be avoided or treated with caution. Thus the utility of brands as a guide to choice was established, a role that has remained unchanged to the present day.

Both these corporations were relative newcomers, but cheating your shareholders (your owners) so spectacularly represents a betrayal of trust that not even long-established brands can survive. Services branding The developed world has seen a huge shift in output from industry and manufacturing to services, and as demand for financial and leisure services increases, brands will play an increasing role in a “brand savvy” world in which people become more and more discriminating and difficult to please.

Brands with strong equity embed themselves deeply in the hearts and minds of consumers. The real power of successful brands is that they meet the expectations of those that buy them or, to put it another way, they represent a promise kept. As such they are a contract between a seller and a buyer: if the seller keeps to its side of the bargain, the buyer will be satisfied; if not, the buyer will in future look elsewhere. Brands as business assets The value to businesses of owning strong brands is incontestable.

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