Wednesday, September 19, 2012

Brands and Branding - Rita Clifton & John Simmons (Book)

For some companies, the brand can account for as much as 70% of their total market value.

I'm reading an insightful business book on the ever-fascinating subject of Brands and Branding - (The Economist Series: Marketing/ Advertising).

Though written in 2004, it's of great relevance today as it outlines the founding principles of branding and explains its economic, political, social and business significance.

An all-round look at the art, science and commerce of brand-building - and its close link to sustainable value and wealth creation - contributed by 17 marketing and communications experts.

An excellent book via the venerable Economist, 'Brands and Branding' is a must-read for senior marketers, brand management and business executives. A great learning source of basic branding guidelines to apply them in today's digital / social media marketing ecosystem. A snippet:

The three attributes of great brands: (1) Built from a great idea; (2) Hold true to core purpose and values; (3) Employ brand as the central organizing principle.

The gist of the book is succinctly summed up in this Rita Clifton quote:

Bonus: Read / Download your free Chapter from the Book: The Future of Brands


  1. I agree with your little quote in the box. Brand management is the most important to any organization. That 's why I am currently looking for brand management companies to help with my business. Thanks for the post!

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  3. Great Post..Brand building is any activity which influences the customer of your product in a positive manner... a brand is not about a slogan, advertising or marketing campaign only - it is about trust and credibility. We all need good Brand Marketing Company