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Branding (Business & Economics)
A Very Short Introduction | Business & Economics
Branding
ISBN: 9780198749912
Series: A Very Short Introduction
Branding (Business & Economics)
A Very Short Introduction Branding (Business & Economics) Media > Books > Non-Fiction > Education Books Expect Delays of Up to 4 Weeks
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ISBN
9780198749912 (10-digit ISBN: 0198749910)
- Description
- Key Features
- Series Description
- Table of Contents
- 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
Branding is possibly the most powerful commercial and cultural force on the planet. Iconic names such as Coca-Cola, Nike, Manchester United, Harry Potter, and Google are known and recognized by millions of people worldwide. As the market economy spreads across the world, brands are becoming ever more prevalent. The Apple brand has been valued at $98 billion - more than the GDP of Slovakia. Every day, we're exposed to more than 3500 brand messages. And even though people are increasingly brand-aware and brand-sceptical, they are nevertheless seduced by brands. We may reject the whole brand system, but we still wouldn't be parted from our Apple Macs. Brands are impossible to escape.
In this Very Short Introduction Robert Jones discusses the rising omnipresence of brands, and analyses how they work their magic. He considers the incredible potency of brands as a commercial, social, and cultural force, and looks at the many different kinds of brands that exist - from products, services, and artistic properties, to companies, charities, sports clubs, and political parties. Defining what we mean by the word 'brand', he explores both the positive and negative aspects of brands. Finally Jones considers the business of branding, and asks whether the idea of brands and branding is starting to decline, or whether it has a long future ahead.
The Very Short Introductions Podcast: Episode 8 Branding
Oxford's Very Short Introductions series offers concise and original introductions to a wide range of subjects--from Islam to Sociology, Politics to Classics, Literary Theory to History, and Archaeology to the Bible.
Not simply a textbook of definitions, each volume in this series provides trenchant and provocative--yet always balanced and complete--discussions of the central issues in a given discipline or field. Every Very Short Introduction gives a readable evolution of the subject in question, demonstrating how the subject has developed and how it has influenced society. Eventually, the series will encompass every major academic discipline, offering all students an accessible and abundant reference library.
Whatever the area of study that one deems important or appealing, whatever the topic that fascinates the general reader, the Very Short Introductions series has a handy and affordable guide that will likely prove indispensable.
Please note: As this series is not ELT material, these titles are not subject to discount.
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
Branding is possibly the most powerful commercial and cultural force on the planet. Iconic names such as Coca-Cola, Nike, Manchester United, Harry Potter, and Google are known and recognized by millions of people worldwide. As the market economy spreads across the world, brands are becoming ever more prevalent. The Apple brand has been valued at $98 billion - more than the GDP of Slovakia. Every day, we're exposed to more than 3500 brand messages. And even though people are increasingly brand-aware and brand-sceptical, they are nevertheless seduced by brands. We may reject the whole brand system, but we still wouldn't be parted from our Apple Macs. Brands are impossible to escape.
In this Very Short Introduction Robert Jones discusses the rising omnipresence of brands, and analyses how they work their magic. He considers the incredible potency of brands as a commercial, social, and cultural force, and looks at the many different kinds of brands that exist - from products, services, and artistic properties, to companies, charities, sports clubs, and political parties. Defining what we mean by the word 'brand', he explores both the positive and negative aspects of brands. Finally Jones considers the business of branding, and asks whether the idea of brands and branding is starting to decline, or whether it has a long future ahead.
The Very Short Introductions Podcast: Episode 8 Branding
Key Features
- 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
Series Description
Oxford's Very Short Introductions series offers concise and original introductions to a wide range of subjects--from Islam to Sociology, Politics to Classics, Literary Theory to History, and Archaeology to the Bible.
Not simply a textbook of definitions, each volume in this series provides trenchant and provocative--yet always balanced and complete--discussions of the central issues in a given discipline or field. Every Very Short Introduction gives a readable evolution of the subject in question, demonstrating how the subject has developed and how it has influenced society. Eventually, the series will encompass every major academic discipline, offering all students an accessible and abundant reference library.
Whatever the area of study that one deems important or appealing, whatever the topic that fascinates the general reader, the Very Short Introductions series has a handy and affordable guide that will likely prove indispensable.
Please note: As this series is not ELT material, these titles are not subject to discount.
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