Branding by Jones, Robert -- Read -- Imperial Library of Trantor

Index

Cover page Halftitle page Other Series page Title page Copyright page Dedication page Contents Thank you List of illustrations Introduction 1 The triumph of branding

A larger idea The greatest commercial invention? The most potent cultural form? The last thirty years Identity and belonging Both commerce and culture

2 What is ‘branding’?

Bigger than a product Standing for something Defining ‘brand’ Not just ideas Brand and branding Same and different Making meaning, making value

3 The history of branding

Marking ownership Guaranteeing quality Promising pleasure Masters of branding Inviting belonging Company v. company Enabling action Where we are now Degrees of control B2B The paradoxes of luxury Wherever there’s a market A constantly morphing force

4 How branding works

Branding changes how we think and feel Thinking fast Inside the brain Branding changes how we act Loyalty is for dogs The pay-off of branding Branding on the inside A corporate asset Secrets of success Branding by numbers The many dimensions of brand impact

5 The branding business

Not always what it seems Managing or leading Brand-led or not? Philosopher and coach Scientist and creative director Bringing in experts Buying creativity The big four Life in an agency Beyond marketing New expectations Marketing and more

6 Branding projects

Just getting on with it Always getting better On purpose What to stand for One or many Getting the product right In your experience The death of advertising? The culture is the brand The magic of design Honestly useful

7 The ethics of branding

Stories or lies? The gaiety of nations Held to account Endless dissatisfaction Commercializing everything Branding for social change Good business

8 A future for branding?

What gets branded? Citadel or constellation Brand as affiliation Who’s branding for? The consommacteur Brand as platform How should branding feel? Against the formula Brand as pattern Death and life

References Further reading Index Social Media Online Catalogue Advertising Globalization

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