Brands and Branding

Brands are engines of economic strength, yet most books on the topic have aimed at a specialist or academic audience or have inclined toward pop-culture analyses of well-known labels and logos. This perspective has fed a prejudice that branding is little more than a communications exercise best left to marketing and design executives. If a company keeps the deep knowledge about branding within a specialist department, it misses the importance of brands in corporate strategy and the need for senior executives to be brand champions. This book demonstrates the economic contribution of brands and describes best practices. It shows how market leaders calculate brand value, how companies position and protect their marques, how "household names" achieve verbal and visual brand identity, and how to create strongly branded communications. "Brands and Brandinglooks at globalization, consolidation, and the increasing call for social responsibility. Covering everything from market research, mergers, and demergers to the branding of utilities, football teams, charities, and even people, it will be avidly used and discussed for years to come.Economist Publications Staff is the author of 'Brands and Branding' with ISBN 9781576601471 and ISBN 1576601471.