A useful volume of essays examining the social and economic importance of brands, best practices for managing them, methodologies for valuing them, predictions for their future, and more. The collection benefits from a host of writers, a global perspective, and a focus on the history of brands as well as their future. Performer Christopher Oxford narrates in a clear, authoritative voice with a dignified-sounding English accent. Likely to be an extremely useful introductory volume for business students and others trying to wrap their heads around the all-important world of brands and associated concepts.
The best-selling guide to the role of brands and brand building
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 18 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.
Rita Clifton is chairman of Interbrand, a global brand consultancy. The other contributors come from a wide range of organisations with extensive expertise in brands and branding.
©2010 Rita Clifton (P)2013 Audible Ltd
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"Interesting but flawed"
This book is a mixture of chapters written by different experts in the field (though all narrated by the same person)
For the most part this is an interesting look at brands and branding, and a more positive look at the idea of big brands and the good they can or could do.
However I feel that most of the writers were glossing over the failings of big companies and brands (although one essay did address this). There was a lot of highly plausible reasoning about how big brands can do good and because their reputation is important they won't do bad (I'm oversimplifying here) but there are many instances recently and still happening where in fact companies/brands do act in ways that are not socially responsible or without harm. It would have been more interesting to have those issues acknowledged and looked at properly as well as the benefits and to see how these things can be avoided etc.
I did find the narrator a little dry and the volume strangely lower than normal, but I would listen again to most of it.
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