The Economist

John Simmons

Rita Clifton

Sameena Ahmad

Brands and Branding (The Economist Series)

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.

Brands and Branding

Find out from one of the most successful business women of their generation on how to deal with imposter syndrome, feel truly prepared in the workplace alongside building your own personal brand.

Be Your Best Self, Flaws and All

Love Your Imposter

With contributions from leading brand experts around the world, this valuable resource delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization. Although the balance sheet may not even put a value on it, a company’s brand or its portfolio of brands is its most valuable asset. For well-known companies it has been calculated that the brand can account for as much as 80 percent of their market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organisations should make the brand their central organising principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the anti-globalisation movement that brands are bullies which do harm, this second edition of Brands and Branding provides an expert review of best practice in branding, covering everything from brand positioning to brand protection, visual and verbal identity and brand communications. Lastly, the third part of the book looks at trends in branding, branding in Asia, especially in China and India, brands in a digital world and the future for brands. Written by 19 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand.

Studies show that a massive 70% of people feel like an imposter at some point in their professional life. Brand guru and former Chair of Interbrand, Rita Clifton, shares how she learnt to work with her imposter self rather than hide from it in order to succeed in her career. Imposter syndrome can cause a constant fear of being found out that you aren't 'good enough' or called out for being a 'fraud'. It impacts people in different ways and can be debilitating and negatively affect relationships, personal life and careers. So what can you do about it? Love Your Imposter shows you how to take on your imposter self and use it as a driver to come out stronger. Using practical down-to-earth advice based on her experiences, Rita Clifton, tackles the myth that you need to 'fake it until you make it', highlights why authenticity can be your biggest weapon and skilfully makes the case for business being more humane.

Although the balance sheet may not even put a value on it, a company's brand or its portfolio of brands is in many cases its most valuable asset, accounting for as much as 70% of a firm's market value in some cases. This book argues that because of this and because of the power of not-for-profit brands like Oxfam, all organisations should make the brand their central organising principle, guiding every action and decision. Divided into three parts and written by eighteen experts on the subject, this fully revised and updated guide to brands and branding examines the case for brands, outlines best practice and the future for brands. It includes chapters on brand valuation, what makes a brand great, brand strategy, brand experience, visual and verbal identity, brand communications, brand protection and new chapters on branding in India and brands in a digital world.

Janet Harvey Nevala

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