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1、ContentsTheauthorsviiPrefacexiiPatrickBarwiseIntroduction1RitaCliftonPart1Thecaseforbrands111Whatisabrand?13TomBlackett2TheTnancialvalueofbrands27JanLindemann3Thesocialvalueofbrands47SteveHilton4Whatmakesbrandsgreat65ChuckBrymerPart2Bestpracticeinbranding775Brandpositioningandbrandcreation79AnneBa
2、hrThompson6Brandexperience97ShaunSmith7Visualandverbalidentity113TonyAllenandJohnSimmons8Brandcommunications127PaulFeldwick9Thepublicrelationsperspectiveonbranding143DeborahBowker10Brandprotection157AllanPoulterPart3Thefutureforbrands16911Globalisationandbrands171SameenaAhmad12Analternativeperspec
3、tiveonbrands:marketsandmorals185DeborahDoanevBRANDSANDBRANDING13BrandinginSouth-EastAsia199KimFaulkner14Brandingplacesandnations213SimonAnholt15Thefutureofbrands227RitaCliftonIndex242viTheauthorsRitaCliftonisaleadingpractitioner,authorandcommentatoronbrandsandbranding,andhasworkedwithmanyoftheworl
4、d?smostsuccessfulcompanies.AftergraduatingfromCambridge,shespentherearlycareerinadvertising,becomingvice-chairmanandstrategicdirectoratSaatchi&Saatchi.Afrequentspeakeratconfer-encesaroundtheworld,sheisalsoaregularcontributoroncnnandthebbcandtoallthemajorbroadsheetsandbusinessmagazines.Since1997she
5、hasbeenceoandthenchairmanatInterbrand,aglobalbrandconsultancy,andshewastheeditorofitsrecentbookTheFutureofBrands.JohnSimmonspioneeredthedisciplineofverbalidentityandhascon-sultedforbrandsaroundtheworldsuchasGuinness,LeverFabergandAirProducts.Heisaconsultantandauthor,andhistwobooksWe,Me,Them&ItandT
6、heInvisibleGrailhavebecomewidelyvaluedasauthoritativeandengagingtextsontheroleoflanguageinbranding.PreviouslyhewasadirectorofNewellandSorrellandthenofInter-brand,wherehewasverbalidentitydirectorandledmajorbrandpro-grammesforcompaniessuchasRoyalMailandWaterstone?s.SameenaAhmadisabusinesscorresponde
7、ntwithTheEconomist,whohaswrittenaboutmarketingandbrands.FormerlybasedinNewYorkandLondon,shenowcoversAsianbusinessfromHongKong.TonyAllengraduatedfromCambridgeUniversitywithadegreeinPhysicalAnthropology.Hethenjoine
