The Brand Glossary
Branding is a vital management function, yet brand language is varied, misunderstood and often abused. With this book, Interbrand, the leading brand strategy and design consultancy, sets out to demystify, educate, inform and entertain. Much more than a gl
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Jeff Swystun
10.1057/9780230626409preview - The Brand Glossary, Interbrand
Copyright material from www.palgraveconnect.com - licensed to Bibliotheque de l'Universite Laval - PalgraveConnect - 2016-04-24
THE BRAND GLOSSARY
Edited by Jeff Swystun
10.1057/9780230626409preview - The Brand Glossary, Interbrand
Copyright material from www.palgraveconnect.com - licensed to Bibliotheque de l'Universite Laval - PalgraveConnect - 2016-04-24
THE BRAND GLOSSARY
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The most powerful ideas are simple, and brands adhere to the same rules. Just ask a few people you know, who aren’t in the industry, and you will find that they are able to articulate the idea behind a great brand in just a few short, focused words. Good branding is therefore “easier said than done.”
But ultimately, brands are value generators for business and this is our true obsession; using our creativity and strategic thinking to create value. Indeed, increasingly we are serving the need for a deeper understanding of how brands generate value and the use of that information to inform better business decisions.
Creating simple, but powerful, differentiation in the minds of your customers, your staff, indeed all your stakeholders, requires a clear and compelling vision that is expressed in everything you do; from product to service, through environments, to the people you hire, and the way you talk about yourself. Maintaining such simplicity throughout the complex systems, processes, and politics that characterize modern business is a considerable task, requiring absolute focus, passion, and conviction. No wonder then, that as competition increases, brands are playing an ever-increasing role in business strategy.
Initially, we thought it strange to be creating a glossary, which by its nature makes complexity easy to understand, about a subject area that demands simplicity! But the language of branding simply reflects the depth of the subject and, as we all know, brand language is varied, misunderstood, and often abused. This book became our duty, indeed a labour of love!
It is now common knowledge that branding is fundamental to business success, and probably why our Best Global Brands league table is one of the top three published business rankings in the world. At Interbrand we have always placed great emphasis on the need for a balance between the logical and the creative. Brands, after all, live in our heads and our hearts.
With this glossary, the people of Interbrand have set out to demystify, educate, inform, and entertain. We hope to provide a common language allowing us, the brand practitioners, owners, and otherwise interested parties, to focus our debate and energy on improving our use and understanding of brands as a force for business. A simple idea indeed.
Jez Frampton Group Chief Executive Interbrand
10.1057/9780230626409preview - The Brand Glossary, Interbrand
Copyright material from www.palgraveconnect.com - licensed to Bibliotheque de l'Universite Laval - PalgraveConnect - 2016-04-24
Introduction
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