More Than A Name: An Introduction to Branding

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AVA Publishing, Feb 23, 2006 - Business & Economics - 240 pages
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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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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

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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.

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