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Brands

The New Wealth Creators

  • Susannah Hart
  • John Murphy

Table of contents

  1. Front Matter
    Pages i-xvi
  2. John Murphy
    Pages 1-12
  3. Adrian Room
    Pages 13-23
  4. Pamela Robertson
    Pages 24-33
  5. Susannah Hart
    Pages 34-45
  6. Chris Lightfoot, Richard Gerstman
    Pages 46-55
  7. Katriona Campbell
    Pages 56-62
  8. Simon Mottram
    Pages 63-71
  9. Janet Fogg
    Pages 72-81
  10. Vincent Carratu
    Pages 82-94
  11. Alex Batchelor
    Pages 95-103
  12. Raymond Perrier
    Pages 104-113
  13. Andrew Taylor
    Pages 114-122
  14. William G. Tragos
    Pages 123-134
  15. John Murray
    Pages 135-151
  16. Michael Jary, Andrew Wileman
    Pages 152-160
  17. Joe Pope, David Cullwick, Jo Kennelly
    Pages 161-175
  18. Andy Milligan
    Pages 176-183
  19. David Andrew
    Pages 184-195
  20. Andrew Seth
    Pages 196-205
  21. Susannah Hart
    Pages 206-214
  22. Back Matter
    Pages 215-224

About this book

Introduction

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.

Keywords

brand branding business-to-business Franchising pharmaceutical industry Retail Brand

Editors and affiliations

  • Susannah Hart
    • 1
  • John Murphy
    • 1
  1. 1.Interbrand UK LimitedUK

Bibliographic information

Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Telecommunications
Law
Consumer Packaged Goods
Oil, Gas & Geosciences
Engineering