Editorial Reviews
Review
"…this book belongs on the shelves of every image-dependent organisation…Your reward at the end…the ultimate story of successful media hype…" (Accounting Technician, March 2003)
Book Description
A multifaceted perspective on building and managing brand value
Brand identity has never been as crucial to company survival as it is in today's customer-centered new economy. As much as sixty percent of a company's market capitalization is tied up in its brand name. Yet, according to a recent survey of finance directors at leading firms in the United States and abroad, fewer than thirty percent of those surveyed believed that brands were their organization's most valuable asset after people. A book that will be of vital interest to senior managers and investors, Brands: Visions and Values makes an important contribution to the rapidly expanding discourse on brand value. It takes a timely look at the value of brand to a company from the perspectives of the accountant, the marketer, the analyst and the legal expert. Its comprehensive, multi-dimensional coverage of all aspects of building and managing brand value makes this a standout book in a market brimming with books on branding.
John Goodchild (London, UK) and Clive Callow (London, UK) are both associates at Keith, Bayley, and Rogers and are editors of Professional Investor magazine.
Brands: Visions and Values
Brands: Visions and Values,John Goodchild,Clive Callow,John Wiley & Sons,0471497428,Advertising & Promotion,Brand name products,Business & Economics,Business / Economics / Finance,Business/Economics,Finance,Investments & Securities - General,Management,Marketing - General,Valuation,Business & Economics / Finance,Business strategy,Sales & marketing
Book Details:
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