The Fundamentals of Branding
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The Fundamentals of Branding: (Fundamentals)

The Fundamentals of Branding: (Fundamentals)


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About the Book

Table of Contents:
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.

About the Author :
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.

Review :
An excellent overview of the subject - much needed in an area not usually so entertainingly expressed on the written page. 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! 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. 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. Very comprehensive and insightful - a good introduction to branding. Clean and clear layout, easy to read and use. Interesting and easy to navigate. The book effectively delineated the concept of branding and explained how to employ branding. The book was comprehensive and has a structure that should enable students to understand the structure and application of a brand.


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Product Details
  • ISBN-13: 9781350034617
  • Publisher: Bloomsbury Publishing PLC
  • Binding: Digital (delivered electronically)
  • No of Pages: 184
  • ISBN-10: 1350034614
  • Publisher Date: 02 Nov 2017
  • Language: English
  • Series Title: Fundamentals


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