Buy New

or
Sign in to turn on 1-Click ordering.
Buy Used
Used - Good See details
Price: £2.81

or
 
   
More Buying Choices
Have one to sell? Sell yours here
Sorry, this item is not available in
Image not available for
Colour:
Image not available

 
Tell the Publisher!
I’d like to read this book on Kindle

Don't have a Kindle? Get your Kindle here, or download a FREE Kindle Reading App.

Brands: The New Wealth Creators (Macmillan Business) [Paperback]

Susannah Hart , John M. Murphy

Price: £39.00 & FREE Delivery in the UK. Details
o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o
Only 1 left in stock.
Dispatched from and sold by Amazon. Gift-wrap available.
Want it tomorrow, 23 Sep.? Choose Express delivery at checkout. Details

Formats

Amazon Price New from Used from
Hardcover --  
Paperback £39.00  

Book Description

1 Oct 1997 Macmillan Business
Branding is currently one of the most exciting subjects around; business people everywhere are waking up to the fact that brands are a huge source of value. But it is only by understanding the real value that brands bring to consumers that brand owners and manufacturers can truly learn to exploit that value. Brands no longer operate only in the traditional packaged goods markets; the techniques of good branding are just as vital in the business-to-business and utilities sectors, and are increasingly being applied even in non-commercial areas, from charities to football clubs.

This comprehensive and authoritative book looks at branding from a wide range of perspectives: from the creation of a new brand, through the development of brand names and packaging designs, to advertising international brands. It explores the hot topics of brand valuation and brand licensing, as well as studying the increasingly important role of the corporate brand. This book is a must for anyone with an interest in brands.

Product details


Product Description

Review

'A good book, nicely combining history with current practice, giving a valuable perspective...not only an introductory text, but a good update for existing practitioners.' - Ann Gregory, Leeds Metropolitan University

About the Author

Susannah Hart is a director of Interbrand UK Limited with special responsibility for brand strategy and name development. She has advised a wide range of clients both in the UK and internationally. She is a regular speaker at conferences and joint editor of `Naming' : an Interbrand publication.

John Murphy, founder of the world-wide Interbrand brand consultancy practice, is one of the world's leading experts on the theory and practice of branding. He is author/editor of several textbooks and has handled major brand consultancy assignments for companies in the USA, UK, Continental Europe and Australasia. He is Visiting Professor of Marketing at the Open University Business School.

Sell a Digital Version of This Book in the Kindle Store

If you are a publisher or author and hold the digital rights to a book, you can sell a digital version of it in our Kindle Store. Learn more

Customer Reviews

There are no customer reviews yet on Amazon.co.uk.
5 star
4 star
3 star
2 star
1 star
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 5.0 out of 5 stars  1 review
1 of 1 people found the following review helpful
5.0 out of 5 stars Fresh Perspectives on a Complicated Subject 25 July 2001
By Robert Morris - Published on Amazon.com
Format:Hardcover
This is an absolutely first-rate collection of 20 separate but inter-related essays in which their authors explain how and why brands are "the new wealth creators." They were edited by Hart and Murphy who co-authored a brief Foreword in which they correctly suggest that brands "are now centre stage: they drive major mergers, and acquisitions; they appear frequently in the balance sheets of their owners; they have vexed legislators involved in updating archaic trademark law; their application now extends to organisations who a few years ago would never have considered themselves as `brands' (charities, utilities, sport's associations, cities, etc.); and they have changed irrevocably the way in which major companies organise and run their businesses." It remains for each reader to determine which essays are of greatest interest and potential value. My personal favorites are Murphy's "What Is Branding" which provides a basic but precise introductory briefing on the subject. He concludes by noting that branding is a creative process. "It uses research techniques and the skills of a number of specialists. But in the end it is about creating distinctness -- in a consumer-relevant fashion." I also admire Fogg's analysis of "Brands as Intellectual Property." (Those who share have a special interest in this subject are urged to check out Lessig's Code and Other Laws of Cyberspace.) Carratu's essay follows, probing even further into "Commercial Counterfeiting" which is, he concludes, "a profitable and growing activity that poses a serious threat to manufacturers of branded products. It is frequently very well funded and organised and is prevalent throughout the world....[Fortunately], brand owners are becoming more vigilant, but the battle has yet to be won." Tragos has much of value to say about "International Branding" as do Andrew about "Brand Revitalisation and Extension" and Hart about "The Future for Brands." For executive-level managers who are either directly or indirectly involved with marketing (in general) and branding (in particular), this really is a "must read."
Was this review helpful?   Let us know

Customer Discussions

This product's forum
Discussion Replies Latest Post
No discussions yet

Ask questions, Share opinions, Gain insight
Start a new discussion
Topic:
First post:
Prompts for sign-in
 

Search Customer Discussions
Search all Amazon discussions
   


Look for similar items by category


Feedback