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Rita Clifton

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  • Brands and Branding: The Economist | Rita Clifton

    Brands and Branding: The Economist

    • UNABRIDGED (9 hrs and 45 mins)
    • By Rita Clifton
    • Narrated By Christopher Oxford

    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.

    Adam says: "Very good, expansive and actionable look at brands"
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