the economist - brands and branding

《the economist - brands and branding》由会员上传分享，免费在线阅读，更多相关内容在工程资料-天天文库。

1、ContentsTheauthorsviiPrefacexiiPatrickBarwiseIntroduction1RitaCliftonPart1Thecaseforbrands111Whatisabrand?13TomBlackett2TheÞnancialvalueofbrands27JanLindemann3Thesocialvalueofbrands47SteveHilton4Whatmakesbrandsgreat65ChuckBrymerPart2Bestpracticeinbranding775Brandpositioningandbrandcreation79AnneBa

2、hrThompson6Brandexperience97ShaunSmith7Visualandverbalidentity113TonyAllenandJohnSimmons8Brandcommunications127PaulFeldwick9Thepublicrelationsperspectiveonbranding143DeborahBowker10Brandprotection157AllanPoulterPart3Thefutureforbrands16911Globalisationandbrands171SameenaAhmad12Analternativeperspec

3、tiveonbrands:marketsandmorals185DeborahDoanevBRANDSANDBRANDING13BrandinginSouth-EastAsia199KimFaulkner14Brandingplacesandnations213SimonAnholt15Thefutureofbrands227RitaCliftonIndex242viTheauthorsRitaCliftonisaleadingpractitioner,authorandcommentatoronbrandsandbranding,andhasworkedwithmanyoftheworl

4、dÕsmostsuccessfulcompanies.AftergraduatingfromCambridge,shespentherearlycareerinadvertising,becomingvice-chairmanandstrategicdirectoratSaatchi&Saatchi.Afrequentspeakeratconfer-encesaroundtheworld,sheisalsoaregularcontributoroncnnandthebbcandtoallthemajorbroadsheetsandbusinessmagazines.Since1997she

5、hasbeenceoandthenchairmanatInterbrand,aglobalbrandconsultancy,andshewastheeditorofitsrecentbookTheFutureofBrands.JohnSimmonspioneeredthedisciplineofverbalidentityandhascon-sultedforbrandsaroundtheworldsuchasGuinness,LeverFabergandAirProducts.Heisaconsultantandauthor,andhistwobooksWe,Me,Them&ItandT

6、heInvisibleGrailhavebecomewidelyvaluedasauthoritativeandengagingtextsontheroleoflanguageinbranding.PreviouslyhewasadirectorofNewellandSorrellandthenofInter-brand,wherehewasverbalidentitydirectorandledmajorbrandpro-grammesforcompaniessuchasRoyalMailandWaterstoneÕs.SameenaAhmadisabusinesscorresponde

7、ntwithTheEconomist,whohaswrittenaboutmarketingandbrands.FormerlybasedinNewYorkandLondon,shenowcoversAsianbusinessfromHongKong.TonyAllengraduatedfromCambridgeUniversitywithadegreeinPhysicalAnthropology.Hethenjoine