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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.

The Economist

LIBRARY Adult

COLFR

COLSO

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THE ECONOMIST: BRANDS AND BRANDING

Duration

Duration Unit Of Measure

Transaction Type

Front Cover.
Half Title Page.
Other Economist Books.
Title Page.
Copyright Page.
Contents.
The Authors.
Preface.
1: The Case for Brands.
2: Introduction.
3: What is a Brand?.
4: The Financial Value of Brands.
5: The Social Value of Brands.
6: What Makes Brands Great.
7: Best Practice in Branding.
8: Brand Strategy.
9: Brand Experience.
10: Visual and Verbal Identity.
11: Brand Communications.
12: The Public Relations Perspective on Branding.
13: Brand Protection.
14: The Future for Brands.
15: Globalisation and Brands.
16: Branding in Asia.
17: From Elephant to Tiger: Brands and Branding in India.
18: Branding Places and Nations.
19: Brands 2.0: Brands in a Digital World.
20: An Alternative Perspective on Brands: Markets and Morals.
21: The Future of Brands.
Other Backmatter.
Index.

The Economist.css-1p8rvzy{position:absolute;padding-left:8px;}

The Economist