Brands and Branding

By: Stephen Brown

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Paperback | 31 August 2016 | Edition Number 1

At a Glance

Paperback
296 Pages

Dimensions(cm)
24 x 17 x 1.5

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Over the past forty years, the concepts of brands and branding have developed from words that referred to logos and packaging typically found on consumer goods to a vast range of products, services, experiences and other things - from cities to celebrities, museums to restaurants, political parties to chartered surveyors.

For students new to the subject, this introductory text tells them everything they need to know. It outlines the ins and outs, ups and downs, pros and cons, and whys and wherefores of brands and branding, all in Brown's entertaining and highly distinctive writing style. Among other things, it introduces readers to the key components of brands, the ways in which brands expand and the compelling narratives that keep consumers coming back to their favourite brands like Amazon, Apple, Google, Gucci, Nike, Nintendo, Starbucks, Swatch and The Worst Hotel in the World.

Industry Reviews

Brown's Ten Commandments of Branding offer a concise roadmap of dos and don'ts for brand success! [The book] devotes chapters to the components of brands (logos, names), their roles (they tell stories), their lives (brands are alive!), etc. Along with offering helpful reading lists at the end of each chapter, [and] "brand task" exercises to get you to think about brands from a variety of perspectives. One of my favorite passages is his overview of Robert Cialdini's views on persuasion and how they are relevant to brands.

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