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Brands and Branding
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 and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organizations should make the br...more
This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organizations should make the br...more
Hardcover, 256 pages
Published
February 19th 2004
by Bloomberg Press
(first published February 2004)
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A truly insightful guide to the intrinsic value of brands in today's commercial culture. My only problem with this was that in my market (finance) the pieces of the jigsaw aren't so simple. This book is perfect if you're working in the retail sector and is good regardless if you want to understand basic principles of both branding, budgeting and measuring effectiveness, but it won't write your marketing plan for you! Good read - but don't get carried away with it being a one stop shop!
Basic introduction to the history of branding with some interesting anecdotal stories, but not much value for someone really interested in the execution of good branding. Mostly intuitive info.
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