More Than A Name: An Introduction to Branding

Front Cover
AVA Publishing, Feb 23, 2006 - Business & Economics - 240 pages
Brands today have never been so powerful and prominent, so much so that branding is now taught as an academic subject in colleges around the world. Today a brand is no longer just a logo on a soup tin, but a carefully orchestrated experience, supported by complex marketing budgets and sophisticated psychology. One of the pitfalls of designing for brands is to see the brand solely in terms of the graphic element, rather than part of a whole creative process. 'More Than a Name - An Introduction to Branding,' is a visually-oriented textbook, offering an introduction to the world of branding; the thinking behind the creation of brands, the execution of a brand and the key to maintaining a successful brand. Full of practical tips and real-life examples from some of the world's most well-known brands and brand agencies, this book will be helpful for visual arts students, copywriters, brand strategists and marketeers.
 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

BRAND ANATOMYCONTEXT TONE STYLE
68
BRAND AUDIENCE
94
DELIVERING THE BRAND
154
WAYS OF WORKING
188
THE FUTURE
214
APPENDIX
232
Contributors
234
Bibliography Webography
237
Index
238
Acknowledgements
240
Back Cover
241
Copyright

Other editions - View all

Common terms and phrases

About the author (2006)

Melissa Davis has over 12 years' experience in journalism, branding and corporate communications. She has worked with some of the world's biggest brands, including Apple, Shell and Microsoft, consulting on communication strategies and brand campaigns. Melissa is now based in London and advises corporations on social responsibility programs. Jonathan Baldwin is a lecturer in design history, theory and practice at Dundee University, Scotland. He teaches and writes on issues related to popular culture, the media, graphic design and higher education. He has experience working as a professional graphic designer and has contributed to many publications and conferences on art and design in higher education.

Bibliographic information