Stephen Brown 
Brands and Branding 

A fun and humorous introductory book, written in Stephen Brown′s entertaining and highly distinctive style, that introduces curious readers to the key components of brands and helps them to begin to make sense of them – what they are, what they do, why and how – using plenty of examples and references drawn from a wide range brands such as Amazon, Apple, Google, Gucci, Nike, Nintendo, Starbucks, Swatch and The Worst Hotel in the World.

With 3, 000 branding books published each year,  why would you (or your students) want to read Brands & Branding?

Here are seven reasons why:

It’s introductory, aimed at undergraduate students or postgrads without a bachelor degree in business and assumes nothing more than readers’ awareness of high profile brands such as Coca-Cola, Microsoft and Chanel

It’s indicative, focusing on the basics and thus being a more reliable revision aid than Lucozade

It’s immersive, taking readers on a journey and, working on the assumption that they have smartphones or tablet computers to hand, the print text links to images, articles and academic publications to give emphasis and context where appropriate.

It’s inclusive, considering articles and reports but also blogs, novels, newspapers,  reviews, social media and other sources

It’s irreverent – branding is not always a deadly serious business!

It’s intimate, Stephen speaks to you directly and together you will pick your way through the sometimes weird and unfailingly wonderful world of brands and branding using examples rather than abstract ideas to illustrate points.

It’s inspirational, celebrating the curious and successful stories of brands from Cillit Bang to Cacharel

Suitable for first and second year marketing or advertising students, and for those new to or interested in branding and who are keen to know more.

Mục lục

INTRODUCTION

Chapter 1: The Rudiments of Branding

PART I: COMPONENTS

Chapter 2: Brand Names Matter

Chapter 3: Emblems, Slogans, Mascots and More

Chapter 4: Brands Tell Stories

PART II: COMMANDMENTS

Chapter 5: Brands are Living Things

Chapter 6: Consumers Beware

Chapter 7: Brand Management

Chapter 8: Expanding the Brand

PART III: CONSTRAINTS

Chapter 9: The Brand Stops Here

Chapter 10: The Dark Side of the Brand

Chapter 11: Pop Goes the Brand

CONCLUSION

Chapter 12: The Brand Finale

Giới thiệu về tác giả

Stephen Brown is Professor of Marketing Research at Ulster University, UK. He has written numerous books including Fail Better, Free Gift Inside and Wizard: Harry Potter’s Brand Magic, the last of which was translated into twelve languages. Once described as ‘the Antichrist of marketing’, his articles have appeared in the Journal of Marketing, the Journal of Consumer Research and the Harvard Business Review, among many oth­ers. A life-long jogger, who believes Nike is second to none, he writes comic novels in his spare time.