Rita Clifton - Brands and Branding, Second Edition

BRANDS AND BRANDING

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The Economist

Rita Clifton

with
Sameena Ahmad
Tony Allen
Simon Anholt
Patrick Barwise
Tom Blackett
Deborah Bowker
Jonathan Chajet
Deborah Doane
Iain Ellwood
Paul Feldwick
Jez Frampton
Giles Gibbons
Andy Hobsbawm
Jan Lindemann
Allan Poulter
Max Raison
John Simmons
Shaun Smith

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Copyright The Economist Newspaper Ltd, 2003, 2009 Text copyright Sameena Ahmad, Tony Allen, Simon Anholt, Patrick Barwise, Tom Blackett, Deborah Bowker, Jonathan Chajet, Rita Clifton, Deborah Doane, Iain Ellwood, Paul Feldwick, Jez Frampton, Giles Gibbons, Andy Hobsbawm, Jan Lindemann, Allan Poulter, Max Raison, John Simmons, Shaun Smith, 2009

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Patrick Barwise

Rita Clifton

Tom Blackett

Jan Lindemann

Giles Gibbons

Jez Frampton

Iain Ellwood

Shaun Smith

Tony Allen and John Simmons

Paul Feldwick

Deborah Bowker

Allan Poulter

Sameena Ahmad

Jonathan Chajet

Max Raison

Simon Anholt

Andy Hobsbawm

Deborah Doane

Rita Clifton

Rita Clifton is a leading practitioner, author and commentator on brands and branding, and has worked with many of the worlds most successful companies. After graduating from Cambridge, she spent her early career in advertising, becoming vice-chairman and strategic director at Saatchi & Saatchi. A frequent speaker at conferences around the world, she is also a regular contributor on CNN and the BBC and to all the major broadsheets and business magazines. She edited The Future of Brands, and since 1997 has been CEO and then chairman in London of Interbrand, a global brand consultancy. She was made Visiting Professor at Henley Management College in 2006, and holds a number of non-executive directorships as well as being a trustee of the Worldwide Fund for Nature (WWF).

Sameena Ahmad has been The Economists consumer industries correspondent based in London and New York, and the Asia business and finance writer based in Hong Kong.

Tony Allen is CEO of brand consultancy Fortune Street. He has been a hands-on practitioner leading international branding projects for over 20 years. Before founding Fortune Street he was a director of corporate identity firm Newell and Sorrell, running its offices in Amsterdam and New York and working for clients including Rabobank, Barclays, Pharmacia & Upjohn and IBM. He then worked at Interbrand as CEO of its London office. His main area of expertise is branding in financial and professional services. He has extensive experience of brand development in emerging economies including Russia, Turkey and Azerbaijan.

Simon Anholt is an independent policy adviser, author and researcher who originated the concept of nation branding in 1996 and is today regarded as the leading authority on the identity and reputation of places. He is a member of the UK Foreign Office Public Diplomacy Board and has advised the governments of countries in Europe, Africa, Australasia, the Caribbean, East Asia and Latin America. He publishes the Anholt Nation Brands Index and Anholt City Brands Index, which use a panel of over 5m people in 20 countries to monitor global perceptions of 50 countries and cities. He is editor of a quarterly journal, Place Branding and Public Diplomacy, and his books include Brand New Justice, Brand America and Competitive Identity: the New Brand Management for Nations, Cities and Regions.

Patrick Barwise is emeritus professor of management and marketing at London Business School. He joined LBS in 1976, having spent his early career with IBM. He has published and consulted widely on management, marketing and media. His latest book, Simply Better, co-authored with Sen Meehan, won the American Marketing Associations 2005 Berry-AMA Prize for the best recent book in marketing. In 2004, he led an independent review for the UK government of the BBCs digital television services. He is a Fellow of both the Marketing Society and the Sunningdale Institute, a virtual academy on public service management. He is also a Council member (and previous deputy chairman) of Which?, the UKs leading consumer organisation, and an experienced expert witness, having worked on commercial, tax and competition cases in London, Brussels, Paris, Cologne, and Washington.

Tom Blackett is a leading expert on brands and branding. He is the author of Trademarks and co-editor of Co-branding: the science of alliance and Brand Medicine, and has contributed to many other key texts about brands. He was with the Interbrand Group for 25 years, retiring as deputy chairman in March 2008, and during his career worked for many of the worlds leading brand owners. He continues to write about brands and to speak at conferences; he also acts as an expert witness in disputes concerning brands and has appeared in several prominent cases.

Deborah Bowker has 30 years experience in strategic planning, organisational communication, media and government relations. She has helped public- and private-sector organisations achieve improved reputation and performance through stakeholder analysis, issues management and brand-based public relations. Before forming Deborah Bowker Communications & Consulting she was a managing director at Burson-Marsteller where she led the US Corporate Practice. She was also director of Price-waterhouseCoopers Centre of Excellence for Strategic Communications and a technical adviser in communications and marketing planning to numerous PWC clients. She has served as an assistant postmaster general and vice-president at the US Postal Service and has directed major projects for USPS, a worldwide Olympic sponsorship and a national literacy programme. Her promotion of the Elvis postage stamp earned her a place in the Ad Age 100. She is a Sloan Fellow of the Massachusetts Institute of Technology.