Brands and Branding or Mosbys Textbook for the Home Care Aide

Brands and Branding

Author: The Economist

Written by 17 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand.

Soundview Executive Book Summaries

Rita Clifton and John Simmons have brought together 15 other branding experts from around the globe to explain how successful brands can be built and sustained. At the heart of Brands and Branding is the message that all organizations should make the brand their central organizing principle, and the brand should guide every decision and action the organization makes. They discuss the anti-globalization movement, brand communications, future branding trends, and more. Copyright © 2004 Soundview Executive Book Summaries

Table of Contents:

	The authors
	Preface
	Introduction	1
Pt. 1	The case for brands	11
1	What is a brand?	13
2	The financial value of brands	27
3	The social value of brands	47
4	What makes brands great	65
Pt. 2	Best practice in branding	77
5	Brand positioning and brand creation	79
6	Brand experience	97
7	Visual and verbal identity	113
8	Brand communications	127
9	The public relations perspective on branding	143
10	Brand protection	157
Pt. 3	The future for brands	169
11	Globalisation and brands	171
12	An alternative perspective on brands: markets and morals	185
13	Branding in South-East Asia	199
14	Branding places and nations	213
15	The future of brands	227
	Index	242

See also: Thinking for a Change or Technical Analysis from a to Z 2nd Edition

Mosby's Textbook for the Home Care Aide

Author: Joan M Birchenall

Providing the knowledge, skills, and abilities essential to becoming a home care aide, this engaging text features a colorful design, a clear writing style, and an abundant use of photos, drawings, boxes, and tables. An ideal learning tool, this new edition introduces scenarios with a cast of four aides and a supervisor to help bring the text to life and to provide realistic examples of what the student can expect to encounter in practice. Preparing students to become valuable members of the home care team, this practical text highlights key considerations and reminders, as well as what to observe, report, and record.
• An attractive, full color design and a spacious, logical layout make the text easy to follow.
• Hundreds of full color photos and drawings visually present key ideas and clearly demonstrate procedure steps.
• Objectives and Key Terms help students focus on essential information to better prepare them to understand each chapter's content.
• Scenarios provide realistic examples of the types of situations that aides are likely to encounter in the home care environment.
• Procedures provide step-by-step, easy-to-understand instructions on performing important skills and tasks.
• Chapter summaries help students review key points presented in the chapter.
• Highlighted information on observing, recording, and reporting stresses the importance of these responsibilities.
• Key considerations and reminders are highlighted to emphasize their importance in proper job performance.
• A Cast of Characters, including a supervisor and four home care aides, is introduced and used in scenariosthroughout the text, providing realistic and engaging examples of what to expect in practice.
• A new chapter, Learning About Home Care, introduces students to the subject and helps prepare them for what they can expect from their home care aide program.