Description
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. ADRIAN ROOM – the Names Society PAMELA ROBERTSON – Interbrand CHRIS LIGHTFOOT – Interbrand RICHARD GERSTMAN – Gerstman & Meyers KATRIONA CAMPBELL – Interbrand SIMON MOTTRAM – Interbrand JANET FOGG – Markforce Associates VINCENT CARRATU – Carratu International ALEX BATCHELOR – Interbrand RAYMOND PERRIER – Interbrand ANDREW TAYLOR – Executive Vice President, McDonald’s UK BILL TRAGOS – Chairman CEO, TBWA International JOHN MURRAY – Mars MICHAEL JARY – OC & C Strategy Consultants ANDREW WILEMAN – OC & C Strategy Consultants JOE POPE – ENZA DAVID CULLWICK – Ernst & Young JO KENNELLY – Ernst & Young ANDY MILLIGAN – Interbrand DAVID ANDREW – Interbrand Pacific ANDREW SETH – The Added Value Company What is Branding?; J.Murphy – The History of Branding; A.Room – New Brand Development; P.Robertson – Developing New Brand Names; S.Hart – Brand Packaging; C.Lightfoot & R.Gerstman – Researching Brands; K.Campbell – Branding the Corporation; S.Mottram – Brands as Intellectual Property; J.Fogg – Commercial Counterfeiting; V.Carratu – Brands as Financial Assets; A.Batchelor – Brand Licensing; R.Perrier – Brand Franchising; A.Taylor – International Branding; B.Tragos – Branding in the European Union; J.Murray – Managing Retail Brands; M.Jary & A.Wileman – Commodity Branding; J.Pope, D.Cullwick & J.Kennelly – Branding in the Pharmaceutical Industry; A.Milligan – Brand Revitalisation and Extension; D.Andrew – Managing the Brand; A.Seth – The Future for Brands; S.Hart
