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The Fundamentals of Branding Melissa Davis
$34.95
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The Fundamentals of Branding introduces readers to the basic principles behind the creation and development of successful brands.
Branding is a discipline that has emerged over the last century to become a ubiquitous force in marketing. This book offers an overview of the foundations of building, developing and maintaining brands.
It provides insight into key aspects such as targeting audiences, trends, brand structures and brand architecture, and examines the fundamental client/agency relationship. It also places branding in a global context and discusses its relation to business practice as well as other creative disciplines.
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Key features
Introduces students to the basic principles behind the creation and development of successful brands.
Designed to give readers a broad understanding of the key stages and methodologies of the brand development process.
Supported by examples of well known brands from around the world, as well as case studies of branding in new and emergent markets.
Presented in an engaging visual style, designed to appeal to creative students and practitioners.
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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, consulting on communication strategies and brand campaigns. She established Truebranding, an agency that advises companies on the integration of social and environmental issues within their brand strategy.
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Reviews
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'An excellent overview of the subject - much needed in an area not usually so entertainingly expressed on the written page.'
Martin Dawber, Liverpool John Moores University, UK'Great book, covers the nature of branding in a diverse way without being shallow. Exciting visuals and case studies. Relevant to our fashion course ... Much less dry than most branding/marketing textbooks!'
Tiina Burton, Cambridge School of Visual and Performing Arts, UK'I think this is a great entry level book to Branding. It is clearly written and explains the complexities of Branding language and its strategic importance very well.'
Ashley Rudolph, University College Falmouth, UK'Very comprehensive and insightful - a good introduction to branding. Clean and clear layout, easy to read and use.'
Peter Smith, University of Westminster, UK'Interesting and easy to navigate.'
Michele Thompson, Bishop Burton College, UK'An excellent addition to current titles available on the subject. It's very contemporary in terms of both its case studies and knowledge of current trends and market requirements. It's also very well designed in terms of layout and presentation of information, making it very accessible - even to today's 'I don't do books' generation of undergraduates.'
Dave Caton, Swindon College, UK'The book effectively delineated the concept of branding and explained how to employ branding. The book was comprehensive and has a structure that should enable students to understand the structure and application of a brand.'
Spencer Barnes, University of North Carolina, USA -
Readership: Introductory
978 2 940373 98 7
184 pages
200 colour images
230mm x 200mm
Paperback with flaps
October 2009
