Branding is possibly the most powerful commercial and cultural force on the planet. Iconic names such as Coca-Cola, Nike, Manchester United, Harry Potter, and Google are known and recognized by millions of people worldwide. As the market economy spreads across the world, brands are becoming ever more prevalent. The Apple brand has been valued at $98 billion - more than the GDP of Slovakia. Every day, we're exposed to more than 3500 brand messages. And even though people are increasingly brand-aware and brand-sceptical, they are nevertheless seduced by brands. We may reject the whole brand system, but we still wouldn't be parted from our Apple Macs. Brands are impossible to escape.
In this Very Short Introduction Robert Jones discusses the rising omnipresence of brands, and analyses how they work their magic. He considers the incredible potency of brands as a commercial, social, and cultural force, and looks at the many different kinds of brands that exist - from products, services, and artistic properties, to companies, charities, sports clubs, and political parties. Defining what we mean by the word 'brand', he explores both the positive and negative aspects of brands. Finally Jones considers the business of branding, and asks whether the idea of brands and branding is starting to decline, or whether it has a long future ahead.
ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
"synopsis" may belong to another edition of this title.
Robert Jones brilliantly covers why brands are so powerful, and why branding is so interesting, in this gem of a book. Buy, read, and be enlightened! A must have introduction, - as well as food for thought for the advanced reader. (Tilde Heding, author, brandscaper, lecturer Copenhagen Business School)
Thoroughly researched ideas, practical wisdom, a wealth of example and solid advice â a true master of branding. (Mary Jo Hatch, author of Organization: A Very Short Introduction and co-author of Taking Brand Initiative)
The clearest and truest explanation of branding youâre likely to encounter anywhere. (Marty Neumeier, author of The Brand Gap)
An excellent introduction loaded with insights, very well conceived and superbly written by a much respected expert. (Professor Leslie de Chernatony, Aston Business School)
Robert Jones is a strategist at Wolff Olins, one of the world's leading branding consultancies, and visiting professor at the University of East Anglia, where he teaches a unique postgraduate course on brand leadership. At Wolff Olins, he has helped build brands like Barclays, National Trust, Oxfam, Tesco, and Virgin. Robert also created a free online course, The Secret Power of Brands, for FutureLearn and is on the editorial board of the Journal of Brand Management.
"About this title" may belong to another edition of this title.
Shipping:
£ 4.80
From United Kingdom to U.S.A.
Shipping:
£ 2.97
Within U.S.A.
Seller: WorldofBooks, Goring-By-Sea, WS, United Kingdom
Paperback. Condition: Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Seller Inventory # GOR008727160
Quantity: 1 available
Seller: Books Puddle, New York, NY, U.S.A.
Condition: New. pp. 144. Seller Inventory # 26375075062
Quantity: 4 available
Seller: HPB-Diamond, Dallas, TX, U.S.A.
paperback. Condition: USED_VERYGOOD. Connecting readers with great books since 1972! Used books may not include companion materials, and may have some shelf wear or limited writing. We ship orders daily and Customer Service is our top priority!. Seller Inventory # S_411332248
Quantity: 1 available
Seller: Textbooks_Source, Columbia, MO, U.S.A.
paperback. Condition: USED_GOOD. 1st Edition. Ships in a BOX from Central Missouri! May not include working access code. Will not include dust jacket. Has used sticker(s) and some writing or highlighting. UPS shipping for most packages, (Priority Mail for AK/HI/APO/PO Boxes). Seller Inventory # 002321420U
Quantity: 1 available
Seller: Lakeside Books, Benton Harbor, MI, U.S.A.
Condition: NEW. Brand New! Not Overstocks or Low Quality Book Club Editions! Direct From the Publisher! We're not a giant, faceless warehouse organization! We're a small town bookstore that loves books and loves it's customers! Buy from Lakeside Books!. Seller Inventory # OTF-S-9780198749912
Quantity: 20 available
Seller: GreatBookPrices, Columbia, MD, U.S.A.
Condition: USED_GOOD. May show signs of wear, highlighting, writing, and previous use. This item may be a former library book with typical markings. No guarantee on products that contain supplements Your satisfaction is 100% guaranteed. Twenty-five year bookseller with shipments to over fifty million happy customers. Seller Inventory # 27535946-5
Quantity: 1 available
Seller: GreatBookPrices, Columbia, MD, U.S.A.
Condition: New. Seller Inventory # 27535946-n
Quantity: 5 available
Seller: GreatBookPrices, Columbia, MD, U.S.A.
Condition: USED_ASNEW. Unread book in perfect condition. Seller Inventory # 27535946
Quantity: 5 available
Seller: BargainBookStores, Grand Rapids, MI, U.S.A.
Paperback or Softback. Condition: New. Branding: A Very Short Introduction 0.2. Book. Seller Inventory # BBS-9780198749912
Quantity: 5 available
Seller: Save With Sam, North Miami, FL, U.S.A.
Paperback. Condition: New. Brand New!. Seller Inventory # 0198749910
Quantity: Over 20 available