The Economist: Brands and Branding: Second Edition

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With contributions from leading global brand experts, this resource outlines the significance of brands, including their financial and social value, and identifies the factors that contribute to brand greatness. It discusses best practices in branding and explores the future of brands in a globalized world. Notably, a company’s brand can represent up to 80 percent of its market value, underscoring its importance as a vital asset. The book argues that all organizations, including not-for-profits like the Red Cross and Oxfam, should prioritize branding as their central guiding principle for decision-making and actions. It addresses the criticisms from the anti-globalization movement regarding brands as harmful entities while providing an expert review of branding best practices, including brand positioning, protection, visual and verbal identity, and communications. Additionally, it examines current branding trends, particularly in Asia, with a focus on China and India, as well as the impact of digital advancements on branding. Written by 19 experts, the book aims to enhance understanding of the role and importance of brands, offering valuable insights into building and sustaining successful brands.