Brands

1. Front Matter

   Pages i-xvi

   PDF

2. What Is Branding?

   • John Murphy

   Pages 1-12

3. History of Branding

   • Adrian Room

   Pages 13-23

4. New Brand Development

   • Pamela Robertson

   Pages 24-33

5. Developing New Brand Names

   • Susannah Hart

   Pages 34-45

6. Brand Packaging

   • Chris Lightfoot, Richard Gerstman

   Pages 46-55

7. Researching Brands

   • Katriona Campbell

   Pages 56-62

8. Branding the Corporation

   • Simon Mottram

   Pages 63-71

9. Brands as Intellectual Property

   • Janet Fogg

   Pages 72-81

10. Commercial Counterfeiting

    • Vincent Carratu

    Pages 82-94

11. Brands as Financial Assets

    • Alex Batchelor

    Pages 95-103

12. Brand Licensing

    • Raymond Perrier

    Pages 104-113

13. Brand Franchising

    • Andrew Taylor

    Pages 114-122

14. International Branding

    • William G. Tragos

    Pages 123-134

15. Branding in the European Union

    • John Murray

    Pages 135-151

16. Managing Retail Brands

    • Michael Jary, Andrew Wileman

    Pages 152-160

17. Commodity Branding

    • Joe Pope, David Cullwick, Jo Kennelly

    Pages 161-175

18. Branding in the Pharmaceutical Industry

    • Andy Milligan

    Pages 176-183

19. Brand Revitalisation and Extension

    • David Andrew

    Pages 184-195

20. Managing the Brand

    • Andrew Seth

    Pages 196-205

Branding is currently one of the most exciting subjects around; business people everywhere are waking up to the fact that brands are a huge source of value. But it is only by understanding the real value that brands bring to consumers that brand owners and manufacturers can truly learn to exploit that value. Brands no longer operate only in the traditional packaged goods markets; the techniques of good branding are just as vital in the business-to-business and utilities sectors, and are increasingly being applied even in non-commercial areas, from charities to football clubs. This comprehensive and authoritative book looks at branding from a wide range of perspectives: from the creation of a new brand, through the development of brand names and packaging designs, to advertising international brands. It explores the hot topics of brand valuation and brand licensing, as well as studying the increasingly important role of the corporate brand. This book is a must for anyone with an interest in brands.

• brand
• branding
• business-to-business
• Franchising
• pharmaceutical industry
• Retail Brand

'A good book, nicely combining history with current practice, giving a valuable perspective...not only an introductory text, but a good update for existing practitioners.' - Ann Gregory, Leeds Metropolitan University

• Interbrand UK Limited, UK

  Susannah Hart, John Murphy

ADRIAN ROOM - the Names Society PAMELA ROBERTSON - Interbrand CHRIS LIGHTFOOT - Interbrand RICHARD GERSTMAN - Gerstman & Meyers KATRIONA CAMPBELL - Interbrand SIMON MOTTRAM - Interbrand JANET FOGG - Markforce Associates VINCENT CARRATU - Carratu International ALEX BATCHELOR - Interbrand RAYMOND PERRIER - Interbrand ANDREW TAYLOR - Executive Vice President, McDonald's UK BILL TRAGOS - Chairman CEO, TBWA International JOHN MURRAY - Mars MICHAEL JARY - OC & C Strategy Consultants ANDREW WILEMAN - OC & C Strategy Consultants JOE POPE - ENZA DAVID CULLWICK - Ernst & Young JO KENNELLY - Ernst & Young ANDY MILLIGAN - Interbrand DAVID ANDREW - Interbrand Pacific ANDREW SETH - The Added Value Company

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