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.
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The Fundamentals of Branding
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Information
2
Deconstructing
brands
2
Deconstructing
brands
1
What
is
a
brand?
What
is
a
brand?
1
Introduction
10–
11
12
Defining
branding
16
Brand
history
24
The
marketing
matrix
26
The
basic
brand
development
process
28
Teamwork
and
talent
30
The
agency
playing
field
34
The
client/agency
relationship
Table of contents
- Cover
- Title page
- Copyright
- Contents
- How to get the most out of this book
- Introduction
- Chapter 1: What is a brand?
- Chapter 2 Deconstructing brands
- Chapter 3: The changing brand audience
- Chapter 4: Branding techniques
- Chapter 5: Assessing the brand impact
- Chapter 6: Brand futures
- Appendix
- Conclusion
- Student resources
- Bibliography
- Glossary
- Acknowledgements
- Credits
- Working with ethics
- Back Cover
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Yes, you can access The Fundamentals of Branding by Melissa Davis in PDF and/or ePUB format, as well as other popular books in Business & Pubblicità. We have over 1.5 million books available in our catalogue for you to explore.