Branding

The Fundamentals of Branding

Melissa Davis

The Fundamentals of Branding introduces readers to the basic principles behind the creation and development of successful brands.

Branding is a discipline that has emerged over the last century to become a ubiquitous force in marketing. This book offers an overview of the foundations of building, developing and maintaining brands. It provides insight into key aspects such as audiences, trends, brand structures and brand architecture, and the fundamental client/agency relationship. It also places branding in a global context and discusses its relation to business practices as well as other creative disciplines.

The Fundamentals of Branding is designed to give readers a broad understanding of the key stages and methodologies of the brand development process, supported by examples of well-known brands from around the world, as well as case studies of branding in new and emergent markets.

Key Features

• Introduces students to the basic principles behind the creation and development of successful brands.
• Each chapter is supported by examples of well-known brands from around the world, as well as case studies of branding in new and emergent markets.
• Supported by an engaging visual style, designed to appeal to creative students.

Readership: Introductory

• The discipline-specific titles in our Fundamentals range are aimed at students embarking on further education and offer a thorough grounding in the subject.
• This book provides students with a historical and theoretical overview of the practice of architecture, before examining specific processes in greater detail.

Very colorful, an excellent overview of the subject. Much needed in an area not usually so entertainingly expressed on the written page.

Martin Dawber, Liverpool John Moores University

978 2 940373 98 7

184 pages
200 colour images
230mm x 200mm
Paperback with flaps

Autumn 2009