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Brands and Branding (The Economist Series) [Hardcover]

Rita Clifton (Editor), John Simmons (Editor)
4.6 out of 5 stars  See all reviews (5 customer reviews)

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Editorial Reviews

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"getAbstract brands this book as an important one for anyone concerned with branding, especially with its new role as a source of financial value." (getAbstract.com) --This text refers to an alternate Hardcover edition.

Product Description

Brands today are key engines of economic strength. Far from being a superficial or cosmetic communications exercise, brands have become a central organizing principle behind many ambitious companies. This authoritative book contains contributions from some of the field's leading practitioners, academics, and consultants, analysing the nature and benefits of brands - particularly in terms of their sustainable business value and their wider social advantages. This is the definitive business book on brands and branding. It not only explains the economic strength and importance of brands, but also will frame thinking on the best practice of branding now and for the future.
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Product Details

  • Hardcover: 288 pages
  • Publisher: Bloomberg Press; 1st edition (February 2004)
  • Language: English
  • ISBN-10: 1576601471
  • ISBN-13: 978-1576601471
  • Product Dimensions: 8.8 x 5.8 x 1 inches
  • Shipping Weight: 1.2 pounds
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Bestsellers Rank: #222,339 in Books (See Top 100 in Books)

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Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
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First Sentence:
The Oxford American Dictionary (1980) contains the following definition: Brand (noun): a trade mark, goods of a particular make: a mark of identification made with a hot iron, the iron used for this: a piece of burning or charred wood, (verb): to mark with a hot iron, or to label with a trade mark. Read the first page
Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
corporate social leadership, social brands, place branding, brand earnings, brand platform, brand valuation, verbal identity, brand investments, trade mark rights, most valuable brands, brand architecture, brand proposition, brand communications, trade mark registrations, brand owners, brand promise, acquired goodwill, central organising principle, acquired brands, brand positioning, brand asset, brand value, visual identity, unauthorised use
Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, First Direct, Financial Times, New Asia, Red Cross, Jim Thompson, South Korea, Sunday Times, Tiger Balm, World Bank, American Express, Bud Light Institute, Carphone Warehouse, Grand Metropolitan, Media Hong Kong, Postal Service, Pro Logo, Sam Walton, Beverage Hong Kong, Beverage New Zealand, Empires of Profit, John Wiley, Kogan Page, Philip Morris, Southwest Airlines
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Customer Reviews

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8 of 8 people found the following review helpful:
5.0 out of 5 stars Unique, Refreshing, and Informative Perspectives, September 21, 2004
This review is from: Brands and Branding (The Economist Series) (Hardcover)
This book offers a variety of perspectives on brands and branding from several dozen different experts on marketing. I especially enjoyed reading it because most of these experts draw upon experiences outside of the United States. True, core concepts have global relevance but strategies and tactics to create, increase, and leverage brand equity necessarily vary from one marketplace to another. For example, Sameena Ahmad discusses "Globalisation and brands" (Chapter 11), Kim Faulkner examines "Branding in South-East Asia" (Chapter 13), and Simon Anholt offers some valuable insights concerning "Branding places and nations" (Chapter 14). As Patrick Barwise correctly notes in the Preface, if top managers are becoming brand stewards, they must address issues such as:

* Brand measurement, accountability, and understanding
* Brand support
* The brand owner's social and ethical stance
* Making the experience of buying and using brand consistently deliver on the promises made for it

Re this last issue, there is often a substantial gap between promises and performance, especially insofar as service brands are concerned. Hence the importance of eliminating that gap and thereby earn and then sustain consumer trust through performance of the highest possible quality. Once again I am reminded of Warren Buffett's observation that price is what we charge for what we sell but value is what a customer thinks it's worth. The experts whose counsel is included in this volume can, together, help their shared reader to gain a better understanding of issues such as those cited previously as well as (in Barwise's words) "the social and financial value of brands, current best practice in branding, and some of the emerging issues around this important, complex, and ever fascinating topic."

Among the countless value-added benefits provided in this book are various checklists which are included within several of the individual essays. For example, those which suggest the financial uses of brand valuation (page 43), methodologies for brand positioning (page 81), conclusions which can be made about visual and verbal identity and their relationship to brands in the future (pages 125-126), and questions to be addressed insofar as brand protection is concerned (page 168) as well as a recap of the main themes and arguments previously provided in previous chapters (pages 227-229). Of course, it remains for each reader to determine the nature and extent of relevance of the book's 15 chapters. There are many outstanding books on the subject of brands and branding and this is one of the best.

Those who share my high regard for it are urged to check out Levitt's The Marketing Imagination, Paul Nunes and Brian Johnson's Mass Affluence: Seven New Rules of Marketing to Today's Consumer, Alina Wheeler's Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands, Harvard Business Review on Brand Management (The Harvard Business Review Paperback Series), Marc Gobe's Emotional Branding: The New Paradigm for Connecting Brands to People, Lynn Parker and F. Joseph Lepla's Integrated Branding: Becoming Brand-Driven Through Company-Wide Action, Simon Anholt's Brand New Justice: The Upside of Global Branding, and Matthew W. Ragas and B.J. Bueno's The Power of Cult Branding: How 9 Magnetic Brands Turned Customers Into Loyal Followers (and Yours Can, Too).
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4 of 4 people found the following review helpful:
4.0 out of 5 stars Expert on branding explains the big names, July 4, 2006
This review is from: Brands and Branding (The Economist Series) (Hardcover)
This anthology, edited by Rita Clifton and John Simmons with Sameena Ahmad, contains an abundance of information about branding. In fact, with 17 contributors, different experts repeat the same information more than once, further emphasizing and validating these points. For example, several contributors note the social value of brands; later, an entire chapter covers the same topic. Some sections delve into the material more deeply than others, but much of it is sophisticated enough to appeal to the most dedicated brand specialist. The book includes discussions of branding esoterica such as the distinction between verbal and visual identities, and the role of brands in a global marketplace. Despite the repetition and the inclusion of some dated studies, we brand this book as an important one for anyone concerned with branding, especially with its new role as a source of financial value.
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4 of 5 people found the following review helpful:
5.0 out of 5 stars Extraordinary collection of examples, facts and factoids, September 23, 2006
This review is from: Brands and Branding (The Economist Series) (Hardcover)
Taken together, the book demionstrates how leading companies are ceasing to be collections of physical capital (Adam Smith's land, labor, and capital), and becoming mental constructs that represent the characteristics of human beings: brands can be trustworthy or not, creative or stable, leading-edge or traditional, conservative or liberal, male or female, and so on. Companies and their brands become complexes of embodied characteristics, as complex as any individual. These qualities become the promise the brand makes to the consumer. As long as the brand lives up to the promise, customers are retained, and so are profits. But if the company violates its brand promises, it betrays its customers and begins to lose them. This book comes at this from many directions, and lacks a clear comprehensive approach, but it is a fascinating sampler.
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Most Recent Customer Reviews

4.0 out of 5 stars A string of articles pieced together to form a book on brands and branding. Includes some nice nuggets of information.

Not a bad book. It was OK. The articles (oh, I mean chapters) were well written. Each had a built-in conclusion so it was easy to get a feel for the book before reading it... Read more
Published 16 months ago by Jeff Lippincott

5.0 out of 5 stars Excellent Overview of Brands and Brand Management
This volume greatly benefits from many different perspectives and authors in tightly written essays that focus on brands, brand management and the future of brands. Read more
Published on June 30, 2004 by Professor Donald Mitchell

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