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Branding: A Very Short Introduction

Robert Jones.

June 2017; p ublished online June 2017 .

Book. Subjects: Brand Management. 160 pages.

Branding: A Very Short Introduction discusses the rising omnipresence of brands, and analyses how they work their magic. It considers the incredible potency of brands as a commercial,...

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The branding business

Robert Jones.

in Branding: A Very Short Introduction

June 2017; p ublished online June 2017 .

Chapter. Subjects: Brand Management. 4871 words.

Brand managers have become the central players in the business of branding. They almost always work inside the company’s marketing department, but branding goes far beyond the marketing...

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Branding projects

Robert Jones.

in Branding: A Very Short Introduction

June 2017; p ublished online June 2017 .

Chapter. Subjects: Brand Management. 4744 words.

‘Branding projects’ considers the different aspects of current branding practice—defining purpose, proposition, personality, and portfolio—using examples from businesses such as Ryanair,...

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The ethics of branding

Robert Jones.

in Branding: A Very Short Introduction

June 2017; p ublished online June 2017 .

Chapter. Subjects: Brand Management. 2852 words.

Branding is a powerful force, but is it always a force for good? ‘The ethics of branding’ considers both the negative and positive aspects of branding. Some branding practices can involve...

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A future for branding?

Robert Jones.

in Branding: A Very Short Introduction

June 2017; p ublished online June 2017 .

Chapter. Subjects: Brand Management. 4173 words.

Branding, although an old practice, has recently become a big topic, a boardroom priority, and a field of academic research. Its scope has expanded into culture, politics, education,...

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The history of branding

Robert Jones.

in Branding: A Very Short Introduction

June 2017; p ublished online June 2017 .

Chapter. Subjects: Brand Management. 4989 words.

‘The history of branding’ outlines the five different versions of branding seen over history. The first dates back to the Ancient Egyptians who, with the branding of cattle, demonstrated...

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How branding works

Robert Jones.

in Branding: A Very Short Introduction

June 2017; p ublished online June 2017 .

Chapter. Subjects: Brand Management. 5353 words.

‘How branding works’ explains that we choose things not just for functional reasons, but also for how they make us feel about ourselves, and about our relationships with others. We make...

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Introduction

Robert Jones.

in Branding: A Very Short Introduction

June 2017; p ublished online June 2017 .

Chapter. Subjects: Brand Management. 303 words.

Every day, we’re exposed to thousands of brand messages. The rise of brands has been phenomenal and unstoppable. Today, branding shapes and defines our world at every level, from the...

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The triumph of branding

Robert Jones.

in Branding: A Very Short Introduction

June 2017; p ublished online June 2017 .

Chapter. Subjects: Brand Management. 3436 words.

Brands have been around for centuries, but the idea has become central to our lives since the 1980s. Since then, branding has become pervasive, reaching into even the poorest parts of the...

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What is ‘branding’?

Robert Jones.

in Branding: A Very Short Introduction

June 2017; p ublished online June 2017 .

Chapter. Subjects: Brand Management. 3524 words.

‘What is “branding”?’ begins by trying to define ‘brand’. Is it simply a name, or a logo, or a particular colour, or perhaps a slogan? Or is it about more than the product itself? An...

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