Brands

by Editor: John Goodchild; Editor: Clive Callow

• ISBN13: 9780471497424
• ISBN10: 0471497428
• Format: Hardcover
• Copyright: 2001-10-01
• Publisher: WILEY

Summary

A multifaceted perspective on building and managing brand value Brand identity has never been as crucial to company survival as it is in today's customer-centered new economy. As much as sixty percent of a company's market capitalization is tied up in its brand name. Yet, according to a recent survey of finance directors at leading firms in the United States and abroad, fewer than thirty percent of those surveyed believed that brands were their organization's most valuable asset after people. A book that will be of vital interest to senior managers and investors, Brands: Visions and Values makes an important contribution to the rapidly expanding discourse on brand value. It takes a timely look at the value of brand to a company from the perspectives of the accountant, the marketer, the analyst and the legal expert. Its comprehensive, multi-dimensional coverage of all aspects of building and managing brand value makes this a standout book in a market brimming with books on branding. John Goodchild (London, UK) and Clive Callow (London, UK) are both associates at Keith, Bayley, and Rogers and are editors of Professional Investor magazine.

Author Biography

<B> JOHN GOODCHILD </b> is joint editor of <i> Professional Investor </i> and has contributed articles on investment theory and practice to numerous magazines. He co-edited, with Paul Hewitt, a collection of essays on the enlisted securities market, which was published by the IIMR (now UKSIP). Originally an analyst with Mullens & Co., John Goodchild is now an Associate with KBR, a London stockbrokers. <p> <b> CLIVE CALLOW </b> has had widespread experience in financial business news, starting as an editorial assistant in the newsroom of <i> The Financial Times </i> in the 1960s. After working for a US based publication specialising in the petroleum industry, he joined <i> The Times </i>, where he covered the early days of the North Sea oil search. His book, <i> Power from the Sea </i>, remains one of the best early accounts of this major UK industrial enterprise. Subsequently he became an oil analyst, helping to form the London Oil Analysts Group. Clive Callow is Joint Editor of <i> Professional Investor </i> and is also an associate of KBR. <p> John Goodchild and Clive Callow are the editors of <i> Doubletakes </i>, also published by John Wiley & Sons, Ltd.

Table of Contents

Preface	ix
Introduction	1	(20)
John Goodchild
Clive Callow
Three surveys	3	(4)
The politics of change	7	(4)
Brands and the balance sheet	11	(3)
The coming of the internet	14	(2)
In parenthesis: The Blair Witch Project	16	(1)
Conclusion	16	(5)
The Role of Brands in Business	21	(70)
Jonathan Knowles
Introduction	21	(5)
The importance of intangibles	26	(10)
Brands as relationship assets	36	(12)
Brand creation and communication	48	(11)
Product, service and corporate brands	59	(15)
Issues in branding	74	(11)
Conclusion	85	(4)
Bibliography	89	(2)
Accounting for Intangible Assets	91	(46)
Lucinda Spicer
Caroline Woodward
Introduction	91	(1)
History and development	91	(7)
The accounting debate	98	(8)
Current accounting and reporting requirements	106	(13)
Summary of UK accounting requirements	119	(11)
Valuation of intangible assets	130	(7)
Internet Branding	137	(16)
Shonaig Macpherson
What is meant by an internet brand?	137	(5)
Establishing and maintaining an internet brand	142	(9)
Conclusion	151	(2)
About the authors	153	(2)
Index	155