Brands and Branding (1st Edition) (The Economist) by Rita Clifton, John Simmons

By Rita Clifton, John Simmons

Manufacturers at the present time are key engines of financial energy. faraway from being a superficial or beauty communications workout, manufacturers became a imperative organizing precept at the back of many formidable businesses. This authoritative e-book includes contributions from a few of the field's major practitioners, lecturers, and experts, analysing the character and advantages of manufacturers - fairly when it comes to their sustainable company worth and their wider social benefits. this is often the definitive company publication on manufacturers and branding. It not just explains the commercial power and significance of manufacturers, but in addition will body considering at the most sensible perform of branding now and for the long run.

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Sample text

Your trade partners want fairness and respect in their dealings with you, and they want your reputation to enhance their own. Opinion leaders and industry commentators expect performance, innovation, transparency and a sense of social responsibility. Interest groups want you to listen and to act. Treat your brand as an investment, not a cost. Brands are among the most important assets that a business can own, and strong brands can ensure business continuity in times of difficulty. Brands must remain relevant to their customers, contemporary and appealing.

If it isn’t, it may not make a bean of difference. The investment needs to go beyond the obvious advertising and promotion and include r&d, employee training, packaging and product design, retail design, and so on. 35 BRANDS AND BRANDING Comparables. Another approach is to arrive at a value for a brand on the basis of something comparable. But comparability is difficult in the case of brands as by definition they should be differentiated and thus not comparable. Furthermore, the value creation of brands in the same category can be very different, even if most other aspects of the underlying business such as target groups, advertising spend, price promotions and distribution channel are similar or identical.

Your shareholders expect sound corporate governance and a wellmanaged company with a commitment to growing shareholder value. Your trade partners want fairness and respect in their dealings with you, and they want your reputation to enhance their own. Opinion leaders and industry commentators expect performance, innovation, transparency and a sense of social responsibility. Interest groups want you to listen and to act. Treat your brand as an investment, not a cost. Brands are among the most important assets that a business can own, and strong brands can ensure business continuity in times of difficulty.

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