More Than A Name: An Introduction to Branding
More Than a Name 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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Adidas advertising Apple Apple Computer approach become behaviour brand audience brand campaign brand experience BRAND GUIDELINES brand identity brand management brand mark brand projects brand team brand values branding agencies BRANDING COUNTRIES brands need BUSINESS BRANDS client communication consumer context corporate create creative culture David Beckham design agency Deutsche Post Diageo easyGroup emotional employees environment example execution FCUK global brands graphic designer ideas IDEO IKEA impact in-house industry Innocent Drinks innovation interact internal brand INTERVIEW iPod Jonathan Ive launch logo look McDonald's NAME NAME NAME NAMIE National Geographic Nike Ocado offer organisation packaging parent brand partnership product design product or service promote rebrand reposition retail role Simon Anholt simply stakeholders strategy structures sub-brands THEORY tone Topshop trends understand visual Wolff Olins XXX XXX XXX xxxxx