Enhanced descriptions from Syndetics:

Branding is one of the most important developments of the 20th century and is likely to be of key importance well into the 21st century. Giles Lury sets the subject in its proper historical context, and looks at how brands develop, and how they get their names and characteristics. He demonstrates how a successful brand identity builds up, and identifies the key elements that make up a successful brand. He discusses the subject with constant reference to the major brands on the world stage today - Coca-Cola, McDonalds, Virgin, The Body Shop, Disney and many more. This is the second edition of Brandwatching and includes three new chapters: 'How far has branding spread?' 'What does the future hold for branding?' and 'Is branding on the web really that different to other forms of branding?'. Brandwatching is a complete appraisal of branding as it stands today, as it has built up in the past and as it is likely to develop in the future. It is essential reading to marketing managers, students of marketing and anyone interested in the phenomenon of branding. What is a brand? What are the origins of branding? Are there different types of branding? Why do we buy brands?What are brand managers and what do they do? How do brands get their names? What is brand personality and why does a brand need one? What are brand icons and what roles do they play? What is brand positioning and where does it fit into the marketing mix? Why do brands advertise? How do brands grow? What is a brand extension and why is it so popular? Where do new brands come from? What makes a successful brand? What is the world's most valuable brand? Who owns which brands? What is brandographics? How far has branding spread? Is branding on the web really that different to other forms of branding? What does the future hold for branding?