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Brands and Branding  By  cover art

Brands and Branding

By: Rita Clifton
Narrated by: Christopher Oxford
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Publisher's Summary

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

What listeners say about Brands and Branding

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    4 out of 5 stars

Very good, expansive and actionable look at brands

This is a collection of essays on brands and the practice of branding by more than a dozen experts with international business experience. The book was published in the early 2000's, and was ahead of its time then, with the concepts becoming more familiar as time moves ahead and branding becomes more important for all types of organizations. The heavy British accent of the narrator may be annoying at times, but the information is worth multiple listenings of this audio production.

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Brands and Branding

An excellent go-to book on this topic with lots of relatable examples. I don’t think this is a one-time read. It’s a reference book to go back to every so often to refresh one’s knowledge and understanding of brands and branding

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  • Ray
  • 05-10-22

Not great!!!

It's giving lecturer reading definitions from a dictionary. A whole chapter on people's degrees who contributed to the book. A lot of unnecessary material.

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  • Kindle Customer
  • 07-07-14

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.