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Brands and Branding
Publisher: Economist Books
Keywords: branding, brands
Number of Pages: 256
Published: 2003-11-27
List price: $41.35
ISBN-10: 186197664X
ISBN-13: 9781861976642
Book Description:
Brands today are key engines of economic strength. Far from being a superficial or cosmetic communications exercise, brands have become a central organising principle behind many ambitious companies. This authoritative book contains contributions from some of the field’s leading practitioners, academics and consultants, analysing the nature and benefits of brands - particularly in terms of their sustainable business value and their wider social advantages. This is the definitive business book on brands and branding. It not only explains the economic strength and importance of brands, but also will frame thinking on the best practice of branding now and for the future.
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