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

Susannah Hart , John M. Murphy

Price: £39.00 & FREE Delivery in the UK. Details
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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.

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'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.

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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
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."
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