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More Than a Name : an Introduction to Branding - Melissa Davis

More Than a Name

an Introduction to Branding

Paperback

Published: 23rd January 2006
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Branding today is a carefully orchestrated experience, supported by complex marketing strategies and sophisticated psychology. 'More Than A Name: An Introduction to Branding' is a modern, visually-instructive textbook offering a comprehensive introduction to the world of branding, from the theory to the practice of brand implementation. This book is a prerequisite for visual arts students, copywriters, brand strategists and marketers. Book jacket.

'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, Lurzer'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.

How To Use This Bookp. 6
Introductionp. 8
Glossaryp. 10
Defining Brandingp. 12
Introductionp. 14
The Anatomy of Consumer Goodsp. 16
Brand Historyp. 18
Defining Brandingp. 26
Defining Effective Brandingp. 30
Why is Branding Important?p. 32
Wolff Olinsp. 34
How Brands Are Madep. 36
Introductionp. 38
Swotting Upp. 40
The Vision Thingp. 42
Brand Familiesp. 44
Understanding the Processp. 46
Brand Creation Scenariosp. 48
Brand Familiesp. 52
Brand Originatorsp. 56
A Change in Identityp. 60
Mixed Messagesp. 64
Chermayeff & Geismarp. 66
National Geographicp. 67
Brand Anatomy: Context, Tone, Stylep. 68
Introductionp. 70
PEST Controlp. 72
Brand 'Rules'p. 74
Brand Narrativep. 76
Brand Contextp. 80
Brand Stylep. 82
Brand Tonep. 86
Brand Namingp. 90
IDEOp. 92
Brand Audiencep. 94
Introductionp. 96
The Pareto Principlep. 98
The Product Lifecycle (PLC)p. 100
Consumers and the PLCp. 102
The Audience Challengep. 104
Consumer Attitudesp. 106
Capturing the Audiencep. 108
Consumer Dialoguep. 110
Business Brandsp. 114
Internal Brand Audiencesp. 116
D&ADp. 120
Current Trends in Brandingp. 122
Introductionp. 124
Risk and Rewardp. 126
Branding in the Context of Trendsp. 128
The Individualp. 130
Simplicityp. 132
Less Brandingp. 134
More Funp. 136
Better Servicep. 138
Easy Technologyp. 140
Responsible Brandsp. 142
Branding Countriesp. 144
Own Brandsp. 146
Personal Brandingp. 148
Government Advisor and Authorp. 150
Trend Predictorp. 152
Delivering the Brand Experiencep. 154
Introductionp. 156
The Marketing Mix-The Four 'P'sp. 158
Creating a Brand Experiencep. 162
Retail and Public Spacesp. 166
Product Designp. 170
Product Packagingp. 172
Co-branding Partnershipsp. 174
Advertisingp. 176
Brands and New Technologiesp. 178
Global Brandsp. 182
Philips Designp. 186
Apple Computerp. 187
Ways of Workingp. 188
Introductionp. 190
The Brand Methodologyp. 192
Working Structuresp. 194
The Client Relationshipp. 196
Agenciesp. 198
In-house Structuresp. 200
The Brand Teamp. 202
Why Maintain the Brand?p. 204
Brand Guidelinesp. 206
Nikep. 210
Nitsch Design GmbHp. 212
The Futurep. 214
Introductionp. 216
Brand Evolution: Where Next?p. 218
What Next for Brands?p. 220
The Human Factorp. 222
The International Outlookp. 224
The Role Modelp. 226
The Future Role of the Graphic Designerp. 228
Trends Consultantp. 230
Appendixp. 232
Contributorsp. 234
Bibliography & Webographyp. 237
Indexp. 238
Acknowledgementsp. 240
Marketing Theory Contents
The Anatomy of Consumer Goodsp. 16
Swotting Upp. 40
The Vision Thingp. 42
Brand Familiesp. 44
PEST Controlp. 72
The Pareto Principlep. 98
The Product Life Cycle (PLC)p. 100
Consumers and the PLCp. 102
Risk and Rewardp. 126
The Marketing Mix-The Four 'P'sp. 158
The Brand Methodologyp. 192
Brand Evolution: Where Next?p. 218
Interview Contents
John Williamson, Board Director, Wolff Olinsp. 34
Tom Geismar, Designer, Chermayeff & Geismarp. 66
Karen Rice Gardiner, Director of Creative Services, National Geographicp. 67
Ingelise Nielsen, Head of Communications, IDEOp. 92
Michael Hockney, Chief Executive, D&ADp. 120
Simon Anholt, Government Advisor and Authorp. 150
Shari Swan, Trend Predictor, Streative Brandingp. 152
Stefano Marzano, Chief Executive, Philips Designp. 186
Jonathan Ive, Vice President of Design, Apple Computerp. 187
Mike Tiedy, Creative Director, Brand Design, EMEA, Nike, Europep. 210
Frank Heemsoth, DHL Account, Nitsch Design GmbHp. 212
Kristina Dryza, Trends Consultantp. 230
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9782940373000
ISBN-10: 2940373000
Series: Required Reading Range
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 240
Published: 23rd January 2006
Publisher: Bloomsbury Publishing
Country of Publication: CH
Dimensions (cm): 30.0 x 22.3  x 2.4
Weight (kg): 1.18
Edition Number: 1