- Hardcover: 256 pages
- Publisher: New York University Press (31 Mar 1998)
- Language English
- ISBN-10: 0814755992
- ISBN-13: 978-0814755990
- Product Dimensions: 23.1 x 15.7 x 2.3 cm
- Amazon Bestsellers Rank: 1,014,058 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Synopsis
Surveys all aspects of branding, from new brand development to brand management, from trademark protection to the role of advertising and design. Looking at the increasingly crucial role that brands have come to play in the international marketplace, 20 contributions address questions such as how le
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5.0 out of 5 stars (1 customer 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
This review is from: Brands: The New Wealth Creators (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."
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