The Economist: Brands and Branding - Hardcover

Clifton, Rita

3.33

21 ratings by Goodreads

9781861976642: The Economist: Brands and Branding

Hardcover

ISBN 10: 186197664X ISBN 13: 9781861976642

Publisher: Economist Books, 2003

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The definitive book about brands and branding, written by some of the leading experts in the field. Brands today are key engines of economic strength. Far from being a superficial or cosmetic communications exercise, brands have become a central organising principle behind many ambitious companies. This authoritative book contains contributions from some of the field's leading practitioners, academics and consultants, analysing the nature and benefits of brands - particularly in terms of their sustainable business value and their wider social advantages. This is the definitive business book on brands and branding. It not only explains the economic strength and importance of brands, but also will frame thinking on the best practice of branding now and for the future.

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Review:

A serious look by a dozen well qualified academics and business consultants at the mysterious yet ubiquitous phenomenon of the commercial brand, which often seems to conjure value out of thin air. A brand can be the most valuable part of a company, even when the profitability of a company is questionable. Yet brand value can also be hugely volatile, as prone to the vagaries of public opinion as political reputations. And our emotional attachment as customers to brands provides conclusive proof that Economic Man is a far from rational animal. Detailed, thorough, definitive. One of the most authoritative studies to date, and certainly the one with the best brand for a business book, The Economist.

About the Author:

Rita graduated from Cambridge and began her career in advertising. She worked at Saatchi & Saatchi for 12 years, becoming Vice Chairman and Executive Planning Director in 1995.
In 1997 she joined Interbrand, the world's leading brand consultancy, as Chief Executive in London; in January 2002 she became Chairman. She is in demand as a speaker and media commentator on all areas of brands, reputation, sustainability, marketing and communications around the world. Her writing has included the book The Future of Brands, and The Economist book Brands and Branding.
She is a non-executive director of Dixons Retail plc and of Bupa, and also chairs Populus, the opinion pollster to The Times. She has been a member of the Government's Sustainable Development Commission and is on the Assurance and Advisory Board for BP's carbon-offset programme 'targetneutral'. In 2006, she was appointed Visiting Professor at Henley Business School, and as a trustee of WWF (Worldwide Fund for Nature) in 2007. She was made President of the Market Research Society in 2010, and her latest appointment is as Chairman of BTCV, the leading conservation volunteering and social enterprise group.
Last, but certainly not least, Rita has two teenage daughters.

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