The Fundamentals of Branding / Edition 1

by Melissa Davis

Overview

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.

Product Details

ISBN-13:	9782940373987
Publisher:	Bloomsbury Academic
Publication date:	11/12/2009
Series:	Fundamentals
Edition description:	New Edition
Pages:	184
Product dimensions:	7.90(w) x 9.00(h) x 0.70(d)

About the Author

Melissa Davis has over 15 years' experience in jourbanalism, 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.

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.