Brands and Branding

by Rita Clifton and John Simmons

Book Overview

Although the balance sheet may not even put a value on it, a company's brand, or its portfolio of brands, is its most valuable asset. For some companies the brand can account for as much as 70 percent of its market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organizations should make the brand their central organizing principle, guiding every decision and every action...

• Format: Hardcover
• Language: English
• ISBN: 1576601471
• ISBN13: 9781576601471
• Release Date: February 2004
• Publisher: Bloomberg Press
• Length: 256 Pages
• Weight: 3.08 lbs.
• Dimensions: 1.0" x 5.8" x 8.8"