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Branding: A Very Short Introduction

Robert Jones

June 2017

ISBN: 9780198749912

160 pages
Paperback
174x111mm

In Stock

Very Short Introductions

Price: £8.99

Branding is possibly the most powerful commercial and cultural force on the planet. Robert Jones discusses the vast variety of brands, and why we still fall for them even as we are becoming more brand-aware. Looking at the philosophy and story behind brands, he considers how they work their magic, and what the future for brands might be.

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Description

Branding is possibly the most powerful commercial and cultural force on the planet. Robert Jones discusses the vast variety of brands, and why we still fall for them even as we are becoming more brand-aware. Looking at the philosophy and story behind brands, he considers how they work their magic, and what the future for brands might be.

  • Analyses branding as both a commercial and a cultural force
  • Discusses how branding works, and the impact branding has on society today
  • Considers the future of branding, and whether the idea and usage of brands will decline in the years to come
  • Part of the bestselling Very Short Introductions series - over eight million copies sold worldwide

About the Author(s)

Robert Jones, Strategist, Wolff Olins, and visiting professor, University of East Anglia

Robert Jones is a strategist at Wolff Olins, one of the world's leading branding consultancies, and visiting professor at the University of East Anglia, where he teaches a unique postgraduate course on brand leadership. At Wolff Olins, he has helped build brands like Barclays, National Trust, Oxfam, Tesco, and Virgin. Robert also created a free online course, The Secret Power of Brands, for FutureLearn and is on the editorial board of the Journal of Brand Management.

Table of Contents

    1:The branding of everything
    2:The complex thing called 'brand'
    3:Five versions of branding
    4:How branding works
    5:The big business of branding
    6:The art and science of branding
    7:The good and bad in branding
    8:The death and life of branding
    References
    Further Reading
    Index

Reviews

"Robert Jones brilliantly covers why brands are so powerful, and why branding is so interesting, in this gem of a book. Buy, read, and be enlightened! A must have introduction, - as well as food for thought for the advanced reader." - Tilde Heding, author, brandscaper, lecturer Copenhagen Business School

"Thoroughly researched ideas, practical wisdom, a wealth of example and solid advice â a true master of branding." - Mary Jo Hatch, author of Organization: A Very Short Introduction and co-author of Taking Brand Initiative

"The clearest and truest explanation of branding youâre likely to encounter anywhere." - Marty Neumeier, author of The Brand Gap

"An excellent introduction loaded with insights, very well conceived and superbly written by a much respected expert." - Professor Leslie de Chernatony, Aston Business School

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