Items related to Brands and Branding
Synopsis
Rare book
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About the Author
The contributors are leading practitioners, academics, commentators and consultants in the field of brands - including Rita Clifton (CEO of Interbrand), Sam Ahmad (The Economist), Mark Ritson (London Business School), Paul Feldwick (BMP DDB), Tom Long (Coca Cola), Deborah Bowker (Burson Marsteller).
Review
A serious look by a dozen well qualified academics and business consultants at the mysterious yet ubiquitous phenomenon of the commercial brand, which often seems to conjure value out of thin air. A brand can be the most valuable part of a company, even when the profitability of a company is questionable. Yet brand value can also be hugely volatile, as prone to the vagaries of public opinion as political reputations. And our emotional attachment as customers to brands provides conclusive proof that Economic Man is a far from rational animal. Detailed, thorough, definitive. One of the most authoritative studies to date, and certainly the one with the best brand for a business book, The Economist.
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- PublisherEconomist Books
- Publication date2003
- ISBN 10 186197664X
- ISBN 13 9781861976642
- BindingHardcover
- Rating
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Brands and Branding
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The Economist: Brands and Branding
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The Economist: Brands and Branding
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Economist Books 27/11/2003, 2003
ISBN 10: 186197664X
ISBN 13: 9781861976642
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The Economist: Brands and Branding
Published by
Economist Books 27/11/2003, 2003
ISBN 10: 186197664X
ISBN 13: 9781861976642
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