Although the balance sheet may not even put a value on it, a company's brand or its portfolio of brands is in many cases its most valuable asset, accounting for as much as 70% of a firm's market value in some cases. This book argues that because of this and because of the power of not-for-profit brands like Oxfam, all organisations should make the brand their central organising principle, guiding every action and decision.Divided into three parts and written by eighteen experts on the subject, this fully revised and updated guide to brands and branding examines the case for brands, outlines best practice and the future for brands. It includes chapters on brand valuation, what makes a brand great, brand strategy, brand experience, visual and verbal identity, brand communications, brand protection and new chapters on branding in India and brands in a digital world.
Although the balance sheet may not even put a value on it, a company's brand or its portfolio of brands is in many cases its most valuable asset, accounting for as much as 70% of a firm's market value in some cases. This book argues that because of this and because of the power of not-for-profit brands like Oxfam, all organisations should make the brand their central organising principle, guiding every action and decision. Divided into three parts and written by eighteen experts on the subject, this fully revised and updated guide to brands and branding examines the case for brands, outlines best practice and the future for brands. It includes chapters on brand valuation, what makes a brand great, brand strategy, brand experience, visual and verbal identity, brand communications, brand protection and new chapters on branding in India and brands in a digital world.
In a world of increasing information overload, brands offer us the means to both simplify and enrich our lives. So, as society becomes ever more complex, what will the world's greatest brands of tomorrow be? What are the issues facing today's greatest brands as they enter the 21st century? And from what unexpected quarters will successful new brands emerge? The Future of Brands offers the insights of twenty-five international opinion-formers on these questions and more. From the guardians of some of the greatest brands of today, including BMW, Reebok, Procter & Gamble, Samsung and The Body Shop, to commentators as diverse as Deepak Chopra and Spike Lee, the contributors paint a compelling picture of the role of brands over the next twenty-five years and the factors crucial to their success. Lavishly illustrated, The Future of Brands is essential reading for anyone interested in the future of brands and branding.
This tracks the inspirational stories of over 30 great business leaders, from struggling entrepreneurs to sophisticated & successful professionals. From Steve Jobs & Richard Branson, to Arianna Huffington & Simon Woodroffe, discover the key lessons they learnt along the way so you can learn from them too.
Effective sustainability communication can deliver business value. Get it wrong, however, and the reputational damage will be costly. Stakeholders, and the general public as well as activists, are unforgiving of companies whose products, services, business practices or culture fall short of their socially responsible rhetoric. Based on close to one hundred in-depth interviews with leading experts, Christian Conrad and Marjorie Thompson's The New Brand Spirit helps corporate communications and marketing professionals tackle this conundrum by providing a first-hand view of eight distinct and relevant stakeholder perspectives. Nineteen comprehensive and well-researched best practice cases from sustainability leaders like IBM, Unilever, Marks & Spencer and Puma will inspire all those tasked with communicating sustainability with practical and applicable tools and lessons learned. The result is a book that will enable senior executives, corporate communication professionals and brand managers to decide when, to whom and how to communicate sustainability related messages - and when not to.
This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.
Weaving together analyses of archival material, news coverage, and interviews conducted with journalists from mainstream and partisan outlets as well as with activists across the political spectrum, Deana A. Rohlinger reimagines how activists use a variety of mediums, sometimes simultaneously, to agitate for - and against - legal abortion. Rohlinger's in-depth portraits of four groups - the National Right to Life Committee, Planned Parenthood, the National Organization for Women, and Concerned Women for America - illuminates when groups use media and why they might choose to avoid media attention altogether. Rohlinger expertly reveals why some activist groups are more desperate than others to attract media attention and sheds light on what this means for policy making and legal abortion in the twenty-first century.
This book is carefully structured to follow the basic sequence of tasks with which a planner is concerned. There are chapters on formulating the core strategy, how to tranform that strategy into an inspiring brief, evaluating the effectiveness of advertising and the broader influence of planning. How to Plan Advertising is a clear, informative and entertaining book, written for anyone who is interested in the way in which advertising is developed in agencies. It provides a foundation of knowledge for those embarking upon a career in advertising, and is an essential reference for all students of business and marketing.
In 1988, on Stephen King’s retirement JWT published ‘The King Papers’ a small collection of Stephen King’s published writings spanning 1967-1985. They remain timelessly potentially valuable but are an almost unexploited gold mine. This book is comprised of a selection of 20-25 of Stephen King’s most important articles, each one introduced by a known and respected practitioner who, in turn, describes the relevance of the particular original idea to the communications environment of today. The worth of this material is that, although the context in which the original papers were written is different, the principles themselves are appropriate to marketing communications in today’s more complex media environment. The book will serve as a valuable reference book for today’s practitioners, as well as a unique source of sophisticated, contemporary thinking.
A B S T R A C T ABDI, MOHAMED A: BA WHITTIER COLLEGE, 1966 MPA SYRACUSE UNIVERSITY, 1969 MPH FLORIDA INTERNATIONAL UNIVERSITY, 1996 CONFLICT RESOLUTION AND NATION-BUILDING IN SOMALIA Publication Scheduled for January 2012 The research concentrated on the current as well as the past quagmire of the Somali conflict. Political, social and economic triggers have been identified to resolve or reduce violent conflict and disorder. The research used primary as well as secondary sources to study the issues and explore the problems inherent in an environment of scarce resources. Confrontations between the state and society were brought to a higher level of violence since the late 1970s following the ...