Titlebook: Brands; The New Wealth Creat Susannah Hart (Director),John Murphy Book 1998 Palgrave Macmillan, a division of Macmillan Publishers Limited

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Brand Packaging,ke their products appeal to consumers. In many situations, such as the cluttered and colourful aisles of the supermarket, brand manufacturers have very little time in which to communicate their point of difference. We have seen elsewhere in this book how differentiated brands are able to stand out f

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Brands as Financial Assets,ess’, is a word heavily encrusted with associations. The acquisition, ownership and distribution of wealth have for centuries excited controversy — often in a way that has little or nothing to do with the nature of wealth itself. If we can try and leave the joys of semantic and moral debate aside, f

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Brand Franchising,rating for the past forty years in a fiercely competitive marketplace, McDonald’s has established a reputation as one of the world’s most successful franchising organisations. At the heart of this success lies a unique interdependence between franchisor and franchisee that few other companies have b

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International Branding,d marketers face a vast frontier of international branding opportunities. Any company that considers itself a major player is shooting itself in the foot if it is not thinking globally. What brought on this new era? What changed a pipe dream into a strategic imperative?

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Commodity Branding,ded in the marketplace. A commodity can either be a primary product that is used in the manufacture of processed products, such as oil, which is used to make plastic, or it can be sold as a sourced product, such as drinking water, which is packaged and marketed in bottles.

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