Brands and Branding

商家名称	信用等级	购买信息	订购本书
		Brands and Branding
		Brands and Branding

基本信息·出版社：Economist Books
·页码：256 页
·出版日期：2003年11月
·ISBN：186197664X
·条形码：9781861976642
·装帧：精装
·正文语种：英语

内容简介 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.
作者简介 The contributors are leading practitioners, academics, commentators and consultants in the field of brands—including Rita Clifton (CEO of Interbrand), Sam Ahmad (The Economist), Paul Feldwick (BMP DDB), and Deborah Bowker (Burson Marsteller). --This text refers to the Hardcover edition.
编辑推荐 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.

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