| Main centres: | 1-3 business days |
| Regional areas: | 3-4 business days |
| Remote areas: | 3-5 business days |
Large hard cover with dust jacket
Excellent condition
"Brands and Branding" by Rita Clifton is a comprehensive exploration of the power, value, and future of brands. Drawing on insights from 19 global experts, the book argues that brands are among the most valuable assets a company can possess, often accounting for a significant portion of market value. It begins by defining what a brand truly is and why it mattersnot just in financial terms but also in its social impact. The book then delves into best practices for building and sustaining successful brands, covering topics such as brand positioning, identity, communications, and protection. It also addresses criticisms from anti-globalization movements, acknowledging concerns about brand dominance while defending their role in economic and social development. The final section looks ahead, examining branding trends in Asia, the influence of digital technology, and the evolving role of brands in a globalized world. Throughout, Clifton and her contributors emphasize that branding should be a central organizing principle for all organizations, guiding decisions and shaping identity in a competitive marketplace.
