Branding: A Very Short Introduction

Jones, Robert (2017) Branding: A Very Short Introduction. Oxford University Press. ISBN 978-0198749912

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Abstract

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.

Item Type: Book
Uncontrolled Keywords: brand,branding,brand strategy
Faculty \ School: Faculty of Social Sciences > Norwich Business School
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Depositing User: LivePure Connector
Date Deposited: 27 Nov 2019 02:23
Last Modified: 08 Sep 2020 00:00
URI: https://ueaeprints.uea.ac.uk/id/eprint/73176
DOI:

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