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Branding: A Very Short Introduction [#527]
Branding: A Very Short Introduction [#527]
  • Analyses branding as both a commercial and a cultural force
  • Discusses how branding works, and the impact branding has on society today
  • Considers the future of branding, and whether the idea and usage of brands will decline in the years to come

Branding is possibly the most powerful commercial and cultural force on the planet. Iconic names such as Coca-Cola, Nike, Manchester United, Harry Potter, and Google are known and recognized by millions of people worldwide. As the market economy spreads across the world, brands are becoming ever more prevalent. The Apple brand has been valued at $98 billion - more than the GDP of Slovakia. Every day, we're exposed to more than 3500 brand messages. And even though people are increasingly brand-aware and brand-sceptical, they are nevertheless seduced by brands. We may reject the whole brand system, but we still wouldn't be parted from our Apple Macs. Brands are impossible to escape.
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. 
The Very Short Introductions Podcast: Episode 8 Branding


1: The branding of everything
2: The complex thing called 'brand'
3: Five versions of branding
4: How branding works
5: The big business of branding
6: The art and science of branding
7: The good and bad in branding
8: The death and life of branding
Further Reading

About the author: 

Robert Jones is a strategist at Wolff Olins, one of the world's leading branding consultancies, and visiting professor at the University of East Anglia, where he teaches a unique postgraduate course on brand leadership. At Wolff Olins, he has helped build brands like Barclays, National Trust, Oxfam, Tesco, and Virgin. Robert also created a free online course, The Secret Power of Brands, for FutureLearn and is on the editorial board of the Journal of Brand Management.

Robert Jones brilliantly covers why brands are so powerful, and why branding is so interesting, in this gem of a book. Buy, read, and be enlightened! A must have introduction, - as well as food for thought for the advanced reader." - Tilde Heding, author, brandscaper, lecturer Copenhagen Business School

"Thoroughly researched ideas, practical wisdom, a wealth of example and solid advice â a true master of branding." - Mary Jo Hatch, author of Organization: A Very Short Introduction and co-author of Taking Brand Initiative

"The clearest and truest explanation of branding youâre likely to encounter anywhere." - Marty Neumeier, author of The Brand Gap

"An excellent introduction loaded with insights, very well conceived and superbly written by a much respected expert." - Professor Leslie de Chernatony, Aston Business School

Product details

ISBN : 9780198749912

Robert Jones
144 Pages
111 x 174 mm
Pub date
Jun 2017
Very Short Introductions
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Branding: A Very Short Introduction [#527]

Branding: A Very Short Introduction [#527]

Branding: A Very Short Introduction [#527]