More Than A Name

An introduction to branding

AvMelissa Davis,Steve Everhard

Häftad, Engelska, 2027

Del i serien Bloomsbury Visual Arts

708 kr

Kommande

Beskrivning

The successful creation of a brand is essential in the promotion of a company or service, and getting it wrong can be an expensive mistake. In this new edition of More Than A Name, Melissa Davis and Steve Everhard take you through everything you need to know about developing a clear identity for a brand and the best techniques to promote the desired message, experience and emotions in the most effective way. You’ll discover:- What makes up a brand identity- How to create guidelines for in-house and external partners- The challenges and benefits of defining and targeting specific audiences- Current trends in corporate promotion, including online and viral marketing With a strong focus on the visual aspects of branding and updated with contemporary examples and information on digital campaigns, this book is perfect for readers coming to the topic from graphic design, marketing and branding.

Produktinformation

Utgivningsdatum:2027-03-18
Mått:270 x 210 x 13 mm
Vikt:533 g
Format:Häftad
Språk:Engelska
Serie:Bloomsbury Visual Arts
Antal sidor:240
Upplaga:2
Förlag:Bloomsbury Publishing PLC
ISBN:9781350031036

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Mer om författaren

Melissa Davis has over 20 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, brand campaigns and sustainability. Melissa is based in London.

Innehållsförteckning

Introduction1. Defining BrandingAnatomy of Consumer GoodsBrand HistoryDefining Branding Defining Effective BrandingWhy is Branding ImportantDigital Branding2. How Brands are MadeSwotting UpThe Vision ThingBrand FamiliesUnderstanding the ProcessBrand Creation ScenariosBudgets and PlanningBrand OriginatorsA Change in IdentityMixed Messages3. Brand AnatomyBrand RulesBrand NarrativeBrand ContextBrand StyleBrand ToneBrand EffectivenessBrand Naming4. Brand AudienceThe Pareto PrincipleProduct Lifecycle (PLC)Consumers and the PLCAudience ChallengeConsumer AttitudesCapturing DialogueAssessing Success and Analysis TechniquesBusiness BrandsInternal Brand Audiences5. Current Trends in BrandingRisk and RewardBranding in the Context of TrendsThe IndividualSimplicityLess BrandingMore FunBetter ServiceEasy TechnologyResponsible BrandsBranding CountriesOwn BrandsPersonal BrandingBranding within the Digital Realm6. Developing the Brand ExperienceThe Marketing MixCreating a Brand ExperienceRetail and Public SpacesExperiential BrandingProduct DesignProduct PackagingCo-BrandingAdvertisingAssociation with EventsBrands and New TechnologiesGlobal Brands7. Ways of WorkingBrand MethodologyWorking StructuresClient RelationshipAgenciesIn-House StructuresBrand TeamWhy Maintain the Brand?Brand Guidelines8. The FutureBrand EvolutionWhat Next for Brands?Human FactorGlobalizationBrand PurposeOnline-OnlyRole ModelThe Role of the Graphic Designer