Melissa Davis, Steve Everhard

More Than a Name

An Introduction to Branding

• Broschiertes Buch

Produktbeschreibung

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 takes 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.

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Produktdetails

• Verlag: Bloomsbury Academic
• 2nd edition
• Seitenzahl: 240
• Erscheinungstermin: 13. November 2025
• Englisch
• Abmessung: 210mm x 270mm x 25mm
• Gewicht: 454g
• ISBN-13: 9781350031036
• ISBN-10: 1350031038
• Artikelnr.: 68578966

Autorenporträt

Melissa Davis and Steve Everhard

Inhaltsangabe

Introduction 1. Defining Branding Anatomy of Consumer Goods Brand History
Defining Branding Defining Effective Branding Why is Branding Important
Digital Branding 2. How Brands are Made Swotting Up The Vision Thing Brand
Families Understanding the Process Brand Creation Scenarios Budgets and
Planning Brand Originators A Change in Identity Mixed Messages 3. Brand
Anatomy Brand Rules Brand Narrative Brand Context Brand Style Brand Tone
Brand Effectiveness Brand Naming 4. Brand Audience The Pareto Principle
Product Lifecycle (PLC) Consumers and the PLC Audience Challenge Consumer
Attitudes Capturing Dialogue Assessing Success and Analysis Techniques
Business Brands Internal Brand Audiences 5. Current Trends in Branding
Risk and Reward Branding in the Context of Trends The Individual Simplicity
Less Branding More Fun Better Service Easy Technology Responsible Brands
Branding Countries Own Brands Personal Branding Branding within the Digital
Realm 6. Developing the Brand Experience The Marketing Mix Creating a Brand
Experience Retail and Public Spaces Experiential Branding Product Design
Product Packaging Co-Branding Advertising Association with Events Brands
and New Technologies Global Brands 7. Ways of Working Brand Methodology
Working Structures Client Relationship Agencies In-House Structures Brand
Team Why Maintain the Brand? Brand Guidelines 8. The Future Brand Evolution
What Next for Brands? Human Factor Globalization Brand Purpose Online-Only
Role Model The Role of the Graphic Designer