Book description
Although the balance sheet may not even put a value on it, a company's
brand or its portfolio of brands is in many cases its most valuable
asset, accounting for as much as 70% of a firm's market value in some
cases. This book argues that because of this and because of the power of
not-for-profit brands like Oxfam, all organisations should make the
brand their central organising principle, guiding every action and
decision. Divided into three parts and written by eighteen experts on
the subject, this fully revised and updated guide to brands and branding
examines the case for brands, outlines best practice and the future for
brands. It includes chapters on brand valuation, what makes a brand
great, brand strategy, brand experience, visual and verbal identity,
brand communications, brand protection and new chapters on branding in
India and brands in a digital world. Although the balance sheet may
not even put a value on it, a company's brand or its portfolio of brands
is in many cases its most valuable asset, accounting for as much as 70%
of a firm's market value in some cases. This book argues that because of
this and because of the power of not-for-profit brands like Oxfam, all
organisations should make the brand their central organising principle,
guiding every action and decision. Divided into three parts and written
by eighteen experts on the subject, this fully revised and updated guide
to brands and branding examines the case for brands, outlines best
practice and the future for brands. It includes chapters on brand
valuation, what makes a brand great, brand strategy, brand experience,
visual and verbal identity, brand communications, brand protection and
new chapters on branding in India and brands in a digital world.
