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More Than a Name: An Introduction to Branding Melissa Davis with commentary by Jonathan Baldwin
$39.95
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More Than a Name: An Introduction to Branding is a visually instructive textbook offering readers a comprehensive introduction to the world of branding, from theory to implementation.
The book explores the new world of the brand – now more powerful and prominent than ever. It argues that a brand is far more than just a logo, discussing the larger creative and economic process of branding as well as the psychological theory behind impactful and successful brands.
The text is supported by practical tips and exercises, as well as contemporary examples from some of the world’s best known brands and brand agencies.
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Key features
A comprehensive guide to the theory and practical implications of branding.
Discusses the thinking behind the creation of a brand, its execution, maintenance and development.
Supported by interviews, case studies and work from industry leaders.
Accompanied by practical guides and exercises, presented in a visually engaging style.
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Melissa Davis has over 15 years’ experience in journalism, branding and corporate communications. She has worked with brands including Apple, Microsoft and Nike. Jonathan Baldwin is a lecturer in design history, theory and practice at Dundee University, Scotland. He has contributed to many publications and conferences on art and design in higher education.
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Reviews
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'This visually-oriented and pleasantly designed textbook offers a comprehensive introduction to the world of branding ... The book features a wealth of practical tips ... It should prove indispensable tool for students of design and marketing, copywriters, brand strategists and marketeers.'
Michael Weinzettl, Lürzer's Archive, vol. 2, 2006'A great introduction to the basics of modern branding with up-to-date and hugely relevant examples and case studies. A key text...'
Kate Christman, University College Falmouth, UK'Great book - very well written - good format and layout. Incredibly useful and relevant to our course.'
Leon Maurice, Northumbria University, UK'Very good book - very stimulating for students.'
Chris McCleave, University of the West of England, UK'A very strong contemporary branding text suitable for creative arts, design and media programs.'
Alan Meades, Canterbury Christchurch University, UK'Very clear and straighforward introduction to Branding as a discipline. This book has been useful for students to engage with the principal of brand meaning and to think about the areas and constructs required to establish and retain consumer value.'
Stewart Bibby, University of Lincoln, UK -
Readership: Module Readers
978 2 940373 00 0
240 pages
200 colour images
300mm x 220mm
Paperback
October 2005
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