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Brands and Branding (1st Edition) (The Economist) by Rita Clifton, John Simmons

By Rita Clifton, John Simmons

Manufacturers this present day are key engines of financial energy. faraway from being a superficial or beauty communications workout, manufacturers became a imperative organizing precept in the back of many formidable businesses. This authoritative publication comprises contributions from many of the field's prime practitioners, lecturers, and specialists, analysing the character and merits of manufacturers - rather by way of their sustainable enterprise price and their wider social benefits. this is often the definitive company publication on manufacturers and branding. It not just explains the commercial energy and significance of manufacturers, but in addition will body considering at the top perform of branding now and for the longer term.

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Example text

The South African government threatened to overrule their patents and allow local manufacturers to produce the drugs, unless these companies reduced their prices, which – after negotiations that involved Oxfam, itself a conspicuous brand – they eventually did. Even the mighty Coca-Cola has been brought up short by inattention to the particular needs and sensitivities of its stakeholders. In 1999 it was forced to withdraw Coke from the Belgian market following a contamination scare. The scare was dealt with quickly and efficiently, but it succeeded in attracting a great deal of attention.

Approaches that are driven exclusively by brand equity measures or financial measures lack either the financial or the marketing component to provide a complete and robust assessment of the economic value of brands. The economic use approach, which was developed in 1988, combines brand equity and financial measures, and has become the most widely recognised and accepted methodology for brand valuation. It has been used in more than 3,500 brand valuations worldwide. The economic use approach is based on fundamental marketing and financial principles: The marketing principle relates to the commercial function that brands perform within businesses.

The explosion of branding The scale of adoption of branding has been breathtaking. An activity that for three-quarters of the 20th century was mainly confined to consumer goods and services now features in industrial and business-tobusiness sectors, the public and voluntary sectors, utilities and non-governmental organisations. Within the consumer sector, the development of technology has added thousands of new products and services: computer games, laptops, mobile telephones, the internet and the myriad services it distributes.

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