Branding : a very short introduction

Includes bibliographical references (pages 123-128) and index.

1 The triumph of branding 2 What is ‘branding’? 3 The history of branding 4 How branding works 5 The branding business 6 Branding projects 7 The ethics of branding 8 A future for branding?

In this 'Very Short Introduction' Robert Jones discusses the rising omnipresence of brands, and analyses how they work their magic. He considers the incredible potency of brands as a commercial, social, and cultural force, and looks at the many different kinds of brands that exist - from products, services, and artistic properties, to companies, charities, sports clubs, and political parties. Defining what we mean by the word 'brand', he explores both the positive and negative aspects of brands. Finally Jones considers the business of branding, and asks whether the idea of brands and branding is starting to decline, or whether it has a long future ahead.