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, getAbstract brands this book as an important one for anyone concerned with branding, especially with its new role as a source of financial value.
In this summary, you will learn
- What brands are;
- Why they are so valuable;
- How corporate identity, verbal identity and public relations combine to create a brand; and
- How brands promote globalization.
About the Authors
Rita Clifton is the chairman of a brand consulting company. John Simmons is co-author of What is Brand Equity, Anyway? Sameena Ahmad is a business correspondent with The Economist.