Enhanced descriptions from Syndetics:

Although the balance sheet may not even put a value on it, a company's brand, or its portfolio of brands, is its most valuable asset. For some companies the brand can account for as much as 70 percent of its market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organizations should make the brand their central organizing principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the antiglobalization movement that big brands are bullies which do harm, Brands and Branding provides a review of best practices in branding, covering everything from brand positioning to brand protection, visual and verbal identity to brand communications. Finally, the third part of the book looks at trends in branding and the future for brands. Written by seventeen experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand. .

Table of contents provided by Syndetics

• The authors (p. vii)
• Preface (p. xii)
• Introduction (p. 1)
• Part 1 The case for brands (p. 11)
• 1 What is a brand? (p. 13)
• 2 The financial value of brands (p. 27)
• 3 The social value of brands (p. 47)
• 4 What makes brands great (p. 65)
• Part 2 Best practice in branding (p. 77)
• 5 Brand positioning and brand creation (p. 79)
• 6 Brand experience (p. 97)
• 7 Visual and verbal identity (p. 113)
• 8 Brand communications (p. 127)
• 9 The public relations perspective on branding (p. 143)
• 10 Brand protection (p. 157)
• Part 3 The future for brands (p. 169)
• 11 Globalisation and brands (p. 171)
• 12 An alternative perspective on brands: markets and morals (p. 185)
• 13 Branding in South-East Asia (p. 199)
• 14 Branding places and nations (p. 213)
• 15 The future of brands (p. 227)
• Index (p. 242)