Branding: A Very Short Introduction
Branding is possibly the most powerful commercial and cultural force on the planet. Iconic names such as Coca-Cola, Nike, Manchester United, Harry Potter, and Google are known and recognized by millions of people worldwide. As the market economy spreads across the world, brands are becoming ever more prevalent. The Apple brand has been valued at $98 billion - more than the GDP of Slovakia. Every day, we're exposed to more than 3500 brand messages. And even thoughpeople are increasingly brand-aware and brand-sceptical, they are nevertheless seduced by brands. We may reject the whole brand system, but we still wouldn't be parted from our Apple…
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Produktdetails
- ISBN: 978-0-19-106698-6
- EAN: 9780191066986
- Produktnummer: 28613034
- Verlag: Oxford University Press
- Sprache: Englisch
- Erscheinungsjahr: 2017
- Seitenangabe: 144 S.
- Plattform: PDF
- Masse: 18'848 KB
- Abbildungen: 10 black and white images
Über den Autor
Robert Jones is a strategist at Wolff Olins, one of the world's leading branding consultancies, and visiting professor at the University of East Anglia, where he teaches a unique postgraduate course on brand leadership. At Wolff Olins, he has helped build brands like Barclays, National Trust, Oxfam, Tesco, and Virgin. Robert also created a free online course, The Secret Power of Brands, for FutureLearn and is on the editorial board of the Journal ofBrand Management.
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