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Brands

The New Wealth Creators

  • Book
  • © 1998

Overview

Editors:
  1. Susannah Hart

    1. Interbrand UK Limited, UK

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    You can also search for this editor in PubMed   Google Scholar

  2. John Murphy

    1. Interbrand UK Limited, UK

    View editor publications

    You can also search for this editor in PubMed   Google Scholar

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Table of contents (20 chapters)

  1. Front Matter

    Pages i-xvi
    Download chapter 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
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Keywords

About this book

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.

Reviews

'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

Editors and Affiliations

  • Interbrand UK Limited, UK

    Susannah Hart, John Murphy

About the editors

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

Bibliographic Information

  • Book Title: Brands

  • Book Subtitle: The New Wealth Creators

  • Editors: Susannah Hart, John Murphy

  • DOI: https://doi.org/10.1007/978-1-349-26070-6

  • Publisher: Palgrave Macmillan London

  • eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)

  • Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 1998

  • Softcover ISBN: 978-0-333-65909-0Published: 14 November 1997

  • eBook ISBN: 978-1-349-26070-6Published: 14 November 1997

  • Edition Number: 1

  • Number of Pages: XVI, 224

  • Topics: Marketing

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