Brands and Branding by The Economist shows that although the balance sheet may not even put a value on it, a company’s brand, or its portfolio of brands, is its most valuable asset. For some companies the brand can account for as much as 70 percent of its market value.
This book argues that because of this all organizations should make the brand their central organizing principle, guiding every decision and every action. “Brands and Branding” provides a review of best practices in branding, covering everything from brand positioning to brand protection, visual and verbal identity to brand communications. Written by seventeen experts in the field, “Brands and Branding” sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand.
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