私たちは1日に3500以上のブランドに触れているとされます。販売戦略だと認識していながら、なぜブランドに惹かれてしまうのでしょうか。市場経済が世界に広がる中で世界規模で普及し、有名ブランドの中にはその企業価値が一国のGDPを上回るようなところさえ存在します。本書では商品やサービスのみならず、芸術や文化財、企業、非営利団体、スポーツクラブ、政党に至るまで、あらゆるブランドの商業的・社会的・文化的影響力と利点・難点・欠点を見渡し、ブランド戦略の将来について占います。
 

• 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