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Brands and branding / Rita Clifton ; with Sameena Ahmad ... [et al.]. - New York : Bloomberg Press, 2009. - xvii, 284 p. : col. ill. ; 23 cm.

Includes bibliographical references and index.

Introduction / Rita Clifton -- What is a brand? / Tom Blackett -- The financial value of brands / Jan Lindemann -- The social value of brands / Giles Gibbons -- What makes brands great / Jez Frampton -- Brand strategy / Iain Ellwood -- Brand experience / Shaun Smith -- Visual and verbal identity / Tony Allen and John Simmons -- Brand communications / Paul Feldwick -- The public relations perspective on branding / Deborah Bowker -- Brand protection / Allan Poulter -- Globalisation and brands / Sameena Ahmad -- Branding in asia / Jonathan Chajet -- From elephant to tiger : brands and branding in india / Max Raison -- Branding places and nations / Simon Anholt -- Brand 2.0 : brands in a digital world / Andy Hobsbawm -- An alternative perspective on brands : markets and morals / Deborah Doane -- The future of brands / Rita Clifton.

ISBN: 9781576603505 (alk. paper)

LCCN: 2009007614

Subjects--Topical Terms:
Brand name products.
Branding (Marketing)
Brand name products--Management.
Brand name products--Forecasting.

LC Class. No.: HD69.B7 / B733 2009

Dewey Class. No.: 658.8/27