Brands and Branding

The Economist

ISBN 1 86197 664 X

ISBN 13 9781861976642

November 2003

Price £20.00

Hardback

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Subject: Business

Other formats available: Hardback

The definitive book about brands and branding, written by some of the leading experts in the field.

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.