Brands & Branding by Rita Clifton

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Brands & Branding by Rita Clifton

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Rita Clifton’s book Brands & Branding

This invaluable resource outlines the argument for brands (financial value, social worth, etc.) and examines what makes certain brands outstanding. It includes contributions from top brand experts from across the world. It discusses branding best practices and considers how brands will develop in the era of globalization.

The most valuable asset of a corporation is its brand or portfolio of brands, even if the balance sheet may not even assign a value to it. It has been determined that the brand may contribute up to 80% of the market value of well-known enterprises.

This book makes the case that all organizations should make the brand their core organizing concept, directing every choice and every activity, because of this and the strength of not-for-profit brands like the Red Cross or Oxfam. This second edition of Brandsand Branding presents a professional review of best practices in branding, covering everything from brand positioning to brand protection, visual and verbal identity, and brand communications. It also makes the case for brands and examines the claim made by the anti-globalization movement that brands are bullies who do harm. The third and last section of the book examines branding trends, branding in Asia, particularly in China and India, branding in the digital age, and the future of branding.

Brands & Branding, a book written by 19 industry professionals, aims to provide readers a deeper grasp of the function and significance of brands as well as a plethora of tips on how to create and maintain a successful brand.

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