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The Fundamentals of Branding
About this book
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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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 & Advertising. We have over one million books available in our catalogue for you to explore.
Information
2Ā
Deconstructing
brands
2Ā
DeconstructingĀ
brandsĀ
1Ā
WhatĀ
isĀ
aĀ
brand?
WhatĀ
isĀ
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brand?
1
Introduction
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11
12
Deļ¬ningĀ
branding
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BrandĀ
history
24
TheĀ
marketing
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26
TheĀ
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brandĀ
developmentĀ
process
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TeamworkĀ
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30
TheĀ
agency
playingĀ
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TheĀ
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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