Branding

More than a Name: An Introduction to Branding

Melissa Davis & Jonathan Baldwin

More Than a Name: An Introduction to Branding is a modern, visually instructive textbook offering students a comprehensive introduction to the world of branding, from theory to implementation.

The book explores the new world of the brand – now more powerful and prominent than ever. It argues that a brand is far more than just a logo, discussing the larger creative and economic process of branding as well as the psychological theory behind impactful and successful brands. The text is supported by practical tips and exercises, as well as contemporary examples from some of the world’s best-known brands and brand agencies.

Key features

• A comprehensive guide to the theory and practical implications of branding.
• Discusses the thinking behind the creation of a brand, its execution and its maintenance and development.
• Supported by interviews, case studies and work from industry leaders.
• Accompanied by practical guides and student exercises, presented in a visually engaging style.

Readership: Required Reading Range (Module Reader)

• These titles are designed to support specialized modules of degree courses and provide a platform for further exploration of the subject matter.
• This book is an ideal core text for branding modules, as part of larger degrees in advertising, marketing, design or other creative disciplines.

A great book; very well written. Good format and layout incredibly useful and relevant to the course.

Leon Maurice, Northumbria University, UK

978 2 940373 00 0

$39.95 srp

240 pages
200 colour images
300mm x 220mm
Paperback with flaps

Autumn 2005