The Fundamentals of Branding

Melissa Davis (Author)

Textbook

Ebook (Epub & Mobi) $51.29 Ebook (PDF) $51.29

Quantity

In stock

$51.29

BUY FROM BLOOMSBURY ETEXTBOOKS

Add to wishlist

Request an inspection copy

Description

Branding is a discipline that has emerged over the last century to become a ubiquitous force in marketing. The Fundamentals of Branding offers an overview of the foundations of building, developing and maintaining brands.

It provides insight into key aspects such as targeting audiences, trends, brand structures and brand architecture, and examines the fundamental client/agency relationship. It also places branding in a global context and discusses its relation to business practice as well as other creative disciplines.

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.

Product details

Published	02 Nov 2017
Format	Ebook (Epub & Mobi)
Edition	1st
Extent	184
ISBN	9781350034617
Imprint	AVA Publishing
Illustrations	200 colour illus
Series	Fundamentals
Publisher	Bloomsbury Publishing

Author

Melissa Davis

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
Very comprehensive and insightful - a good introduction to branding. Clean and clear layout, easy to read and use.

Peter Smith, University of Westminster, UK
Interesting and easy to navigate.

Michele Thompson