Discover the Role of Branding in the Modern World of Business

Introduction to Branding

What is the role of branding in the modern world of business? This chapter considers the changing nature of branding, including: current debate about the role of brands; the world's most valuable brands.

Definition of Terms: What is a Brand?

Most people can name examples of brands, but the precise meaning of the concept is more difficult. This chapter examines some of the classic definitions of brand. It includes: the common characteristics brands share; types of brand.

The Evolution of Brands

The modern idea of a brand has its roots in ancient history. This chapter examines how the concept of the brand has evolved. It includes: the introduction of the classical concept of the "product brand"; where we are now in the evolution of branding.

The E-Dimension: E-Branding

Branding on the Internet presents new challenges for e-marketers. This chapter explores the key issues, including: the invisibility of the online brand; the transparency of markets; creating trust online.

The Global Dimension

"One world, one brand" has become a marketing mantra. But is the global brand a good idea? This chapter discusses the challenges of building and sustaining a global brand. These include: the rise of the global brand; reasons for going global; building a global brand; case study: McDonald's; think local; act local.

The State of the Art

Brand theory is constantly evolving. So what are today's hot topics in branding? This chapter explores current trends, including: corporate branding; branding inside the organization; the role of the CEO; brand custodianship.

In Practice: Branding Success Stories

What are the secrets of creating a great brand? This chapter explains how Intel, Toyota, Virgin, and Coca-Cola have managed to create some of the greatest brands of all time. It includes case studies of: Intel's "Intel inside" strategy; Coca-Cola; Virgin; Toyota.

Key Concepts and Thinkers

Branding has its own language. Get to grips with the lexicon of brands through the Express Exec branding glossary in this chapter, which also covers: key concepts; key thinkers.

Resources

Countless words have been written about the subject of branding. This chapter identifies the best branding resources: Websites; books and articles on branding.

Ten Steps to Making Branding Work

Brand theory is one thing; putting it into practice another. This final chapter provides some key insights into creating and sustaining a brand in today's business environment, covering the following steps: own minds, not products; dare to be different; fall in love ("brandlove"); put a price on the brand; make your brand a corporate touchstone; know your place; get continuous feedback; find brand partners; protect your brand; nurture the brand.