Companies And Their Brands

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The Business of Brands

The Business of Brands
Author :
Publisher : John Wiley & Sons
Total Pages : 286
Release :
ISBN-10 : 9780470862605
ISBN-13 : 0470862602
Rating : 4/5 (602 Downloads)

Book Synopsis The Business of Brands by : Jon Miller

Download or read book The Business of Brands written by Jon Miller and published by John Wiley & Sons. This book was released on 2005-01-14 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.


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Lots of us have ideas we think would make great businesses. Most of us never do anything with those ideas. But for those that do, a world of opportunity awaits