The controversial work on how brands and branding can help the economies of poorer countries.

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Product Description

Recently vilified as the prime dynamic driving home the breach between poor and rich nations, here the branding process is rehabilitated as a potential saviour of the economically underprivileged.

Brand New Justice, now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process.

Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance.

Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms.

* Controversial and thought-provoking analysis of issues that are central to 21st century economic thought; radical new thinking on wealth-creation in the developing world.
* Unites world-class branding and marketing knowledge with an emerging-market development agenda.
* Concrete answers to the problems of anti-capitalism, medium level poverty and the brand backlash; a way for the marketing and advertising industries to regain respect and a more positive reputation

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Product Details

• Amazon Sales Rank: #299152 in Books
• Published on: 2004-11-23
• Original language: English
• Number of items: 1
• Binding: Paperback
• 192 pages

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Customer Reviews

Turning the tables
Simon Anholt is that rare creature: an accessible intellectual. In fact he seems to be a doubly-endangered species: a marketeer with a conscience. This is a book to read then lock away in a time capsule for your children. I hope and pray that we heed his advice, and that the developing world begins to compete head to head with the overbranded, overbearing monoliths of the north-western world.

Anholt is far from being an idealist though. This book is packed with case studies and examples to inspire entrepreneurs in the developing world to embrace the power of branding and use it to benefit someone other than New York-based day traders.

It should be shipped by the case load to those who really need it, not resold to the guilt-ridden executives of the Western world. An important book, Mr Anholt. Well done.

Eloquent and realistic ideas to give branding real value
In our divisive world, it's not easy to attempt to steer a middle course without making enemies of both sides. Harder still to do so with constructive and radical ideas that amount to more than a compromise.

Simon Anholt has achieved this with this book. Brand New Justice acknowledges the critical climate in which worldwide marketing is now seen yet provides imaginative ideas for taking the idea of Branding and adapting it to serve the interests of the developing economies - rather than just lining the pockets of established corporates.

He does so with a remarkably accessible writing style articulating intelligent arguments without jargon or needless complexity.

Unlike so many dessicated texts on marketing, Anholt's book is also full of remarkable human tales of entreprenerial brands from places you wouldn't expect - from a Russian bank to an Indian perfumier taking Paris by storm. These stories could inspire anyone trying to develop brands against the odds, wherever they are in the world. Anholt has done his research in depth, and he presents a formidable argument with a lightness of touch that eludes many writers on this topic.

Lofty hypothesis and practical advice
Mr Anholt's book, Brand New Justice the upside of global branding, combines lofty hypothesis with practical down-to-earth advice. It presents a challenging explanation of economic development and then provides practical suggestions to assist budding entrepreneurs in developing countries to build exporting businesses, and advice to their governments to help promote national economic competitiveness.

It's an unusual book because the writer is a marketing man who disassembles the workings of brands to show how developing countries can tap into brand planning for the good of local businesses as well as their national economies. He is not a ranting university professor on an ethical mission, nor is he an ex-UN official identifying pernicious globalisation conspiracies.

Furthermore, it does not preach unrealistic alternative practices to Western housewives, nor impractical policy changes to Western politicians. Rather, it offers relevant and workable advice to developing countries.

But there is still plenty of relevance to us in the West. The theme of the book should be of particular interest to the student of economic history and economic development, as well as to those genuinely wanting to understand or assist the developing nations, whether as politicians or businessmen.

It's also a good read for marketing men everywhere, because it provides historical and global context to our profession. And by suggesting that brand building can be a tool for resolving global economic injustice, it should make some of us at least, feel a little bit evangelistic in our chosen profession.