Show Summary Details

p. 635. The branding businesslocked

  • Robert Jones

Abstract

Brand managers have become the central players in the business of branding. They almost always work inside the company’s marketing department, but branding goes far beyond the marketing team; brand managers influence, orchestrate, and coach their colleagues right across the organization. ‘The branding business’ looks at the different aspects of the branding business from brand management and brand leadership to the science and creativity behind branding. It considers whether organizations are brand-led or not, and how companies often bring in experts to successfully build their brands. It then looks at the big four media agencies—Interpublic, Omnicom, Publicis, and WPP—that now dominate the industry.

Access to the complete content on Very Short Introductions online requires a subscription or purchase. Public users are able to search the site and view the abstracts and keywords for each book and chapter without a subscription.

Please subscribe or login to access full text content.

If you have purchased a print title that contains an access token, please see the token for information about how to register your code.

For questions on access or troubleshooting, please check our FAQs, and if you can't find the answer there, please contact us.