Name: The Fundamentals of Branding von Melissa Davis
SKU: 9782940373987
Availability: OutOfStock

The Fundamentals of Branding Zusammenfassung

The Fundamentals of Branding Melissa Davis

The Fundamentals of Branding introduces readers to the basic principles behind the creation and development of successful brands. This book is designed to give readers a broad understanding of the key stages and methodologies adopted in the brand development process, illustrated by interviews with major industry professionals.

The Fundamentals of Branding Bewertungen

'An excellent overview of the subject - much needed in an area not usually so entertainingly expressed on the written page.' Martin Dawber, Liverool John Moores University, UK. 'Great book, covers the nature of branding in a diverse way without being shallow. Exciting visuals and case studies. Relevant to our fashion course ... Much less dry than most branding/marketing textbooks!' Tiina Burton, Cambridge School of Visual and Performing Arts, UK. 'I think this is a great entry level book to Branding. It is clearly written and explains the complexities of Branding language and its strategic importance very well.' Ashley Rudolph, University College Falmouth, UK. 'An excellent addition to current titles available on the subject. It's very contemporary in terms of both its case studies and knowledge of current trends and market requirements. It's also very well designed in terms of layout and presentation of information, making it very accessible - even to today's 'I don't do books' generation of undergraduates.' Dave Caton, Swindon College, UK.

Über Melissa Davis

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.

Inhaltsverzeichnis

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.

Zusätzliche Informationen

Sku

GOR002819734

ISBN 13

9782940373987

ISBN 10

2940373981

Titel

The Fundamentals of Branding Melissa Davis

Autor

Melissa Davis

Serien

Fundamentals

Zustand

Gebraucht - Sehr Gut

Bindung

Broschiert

Verlag

Bloomsbury Publishing PLC

Datum

20091012

Anzahl der Seiten

184

Preise

N/A

Begleitschreiben

Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.

Hinweis

Dies ist ein gebrauchtes Buch. Es wurde schon einmal gelesen und weist von der früheren Nutzung Gebrauchsspuren auf. Wir gehen davon aus, dass es im Großen und Ganzen in einem sehr guten Zustand ist. Sollten Sie jedoch nicht vollständig zufrieden sein, setzen Sie sich bitte mit uns in Verbindung.