This is not a 'how to' book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world's largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And for consumers, it shows how brands can fulfil various valuable functions - such as acting as a source of trust or a predictor of quality.
- ISBN10 1280271590
- ISBN13 9781280271595
- Publish Date 1 January 2005 (first published 10 September 2004)
- Publish Status Active
- Out of Print 4 March 2015
- Publish Country US
- Imprint Wiley
- Format eBook
- Pages 270
- Language English