Fundamentals of Branding

Melissa Davis has over 15 years' experience in journalism, branding and corporate communications. She has worked with some of the world's biggest brands, including Apple, TNT, Microsoft and Nike, consulting on communication strategies and brand campaigns. In 2005, she established Truebranding, a London-based agency that advises companies on the integration of social and environmental issues within their brand strategy.

An excellent overview of the subject - much needed in an area not usually so entertainingly expressed on the written page.

• How to get the most out of this book. Introduction. What is a brand?: Defining branding; Brand history; The marketing matrix; The basic brand development process; Teamwork and talent; The agency playing field; The client/agency relationship. Deconstructing brands: Brand structures; brand families; The brand development methodology; Brand positioning; Brand values; Developing the 'creative'; Communicating the brand; Maintaining the brand. The changing brand audience: Understanding the brand audience; Audience attitudes and social shifts; Developing brands for audience 'types'; Brands, ethics and responsibility; The digital audience; Employee audiences. Branding techniques: Techniques to diversify the brand; Forms of collaboration; Affinity marketing; Charity-based partnerships; The future of partnerships. Assessing the brand impact: Why measure the brand?; Brand equity; How to measure the brand impact; Brand measurement models; Measurement in the business and marketing process. Brand futures: Understanding brand trends; The evolution of brands; Key future trends; Industry perspectives: digital; Industry perspectives: brand strategy; Industry perspectives: Innovation; Moving the brand forward. Appendix: Conclusion; Student resources; Bibliography; Glossary; Acknowledgements; Credits; Working with ethics.