The Business of Brands

Book Name : The Business of Brands

By by Jon Miller, David Muir

Sub Title : NA

Written by : by Jon Miller, David Muir

Subject Category : Economics

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about this book

This is not a 'how to' book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world's largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And for consumers, it shows how brands can fulfil various valuable functions - such as acting as a source of trust or a predictor of quality. Wiley; January 2005 ISBN 9780470862605 Read online, or download in secure PDF format Title: The Business of Brands Author: Jon Miller; David Muir Imprint: Wiley Subject categories Economics > Industries. Land use. Labor > Management. Industrial management Business > Marketing Business > Sales & Selling Social Sciences Economics > Industries. Land use. Labor > Labor. Work. Working class > Trade unions. Labor unions. ISBNs 0470862602 9780470862599 9780470862605 About The Author Jon Miller is a Planner at Ogilvy, providing strategic direction to many of the agency’s key brands (including Unilever, Nestlé, Ford, IBM and American Express). Prior to joining Ogilvy he worked as an independent consultant for a broad range of clients and industry sectors including Virgin Atlantic, Subaru, United International Pictures and Shell. His work has been published in AdMap, Marketing Week, Wired and Strategies in Europe. After graduating in Philosophy from King’s College London he took an MSc in Artificial Intelligence. David Muir is the Group Development Director for Ogilvy in the UK. He has worked on a variety of Ogilvy business from KJS to First Choice Holidays, and developed a variety of research projects. His work has appeared in The Financial Times, The Guardian, Marketing and Marketing Week, and he has appeared regularly on the Today programme. He holds a first-class MA in Politics and Economics from the University of Glasgow, and an MBA with Distinction from London Business School.

About The authore

David Muir is the Group Development Director for Ogilvy in the UK. He has worked on a variety of Ogilvy business from KJS to First Choice Holidays, and developed a variety of research projects. His work has appeared in The Financial Times, The Guardian, Marketing and Marketing Week, and he has appeared regularly on the Today programme. He holds a first-class MA in Politics and Economics from the University of Glasgow, and an MBA with Distinction from London Business School.

Related subjects

Economics - Industries. Land use. Labor - Management. Industrial management Business - Marketing Business - Sales & Selling Social Sciences Economics - Industries. Land use. Labor - Labor. Work. Working class - Trade unions. Labor unions.

ISBN

0470862602 - 9780470862599 - 9780470862605

In The Press:

Jon Miller is a Planner at Ogilvy, providing strategic direction to many of the agency’s key brands (including Unilever, Nestlé, Ford, IBM and American Express). Prior to joining Ogilvy he worked as an independent consultant for a broad range of clients and industry sectors including Virgin Atlantic, Subaru, United International Pictures and Shell. His work has been published in AdMap, Marketing Week, Wired and Strategies in Europe. After graduating in Philosophy from King’s College London he took an MSc in Artificial Intelligence.

Imprint

Wiley