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Fundamentals of Branding Paperback – 12 Oct 2009

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Fundamentals of Branding + Designing Brand Identity: An Essential Guide for the Whole Branding Team + Wally Olins: The Brand Handbook
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Product details

  • Paperback: 184 pages
  • Publisher: AVA Publishing; 1st edition (12 Oct. 2009)
  • Language: English
  • ISBN-10: 2940373981
  • ISBN-13: 978-2940373987
  • Product Dimensions: 19.9 x 1.6 x 23.2 cm
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Bestsellers Rank: 236,395 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

Review

'Very colourful, an excellent overview of the subject. Much needed in an area not usually so entertainingly expressed on the written page.' --Lecturer, Liverpool John Moores University

From the Publisher

The book will take you through the branding process step-by-step and provide you with all you need to know about branding ina global context. The book's visual approach and straightforward, informative tone serves to provide both a vital reference text and indispensable guide. Each chapter is supported with examples of relevant brands from around the world, and includes well-known global brands as well as case studies of brands in new and emergent markets.

Inside This Book

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Customer Reviews

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Most Helpful Customer Reviews

3 of 3 people found the following review helpful By Vic R on 11 Jun. 2010
I undertook an internship at a branding agency and was given this book to read to introduce me to the subject, as I had no previous knowledge of it. I found the "back to basics" approach really useful as it was able to put branding into a context I already understood. The extensive use of case studies was also helpful as I could relate what I was learning in the book to what I already knew just from being an everyday consumer.

The book goes on to discuss branding techniques, the relationship between the client and the agency and the futures of brands. Whilst being on the whole objective, the book is still able to teach the reader how to effectively assess a brand's success and is an intelligent yet extremely readable introduction to the world of branding.
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2 of 2 people found the following review helpful By J. S. Connor on 11 Jun. 2010
I've been a fan of Melissa Davis on a professional level for awhile, and so it was no surprise to me that she has since written this wonderful introduction to branding.

She breaks down branding into its most basic components and then builds this to encompass all the latest branding techniques an innovations. Using real-world and up-to-date examples from agencies like ours (Lambie-Nairn) as well as others we greatly admire in the industry, ensures the concepts are illustrated and brought to life in a way that makes them understandable and digestible for true branding beginners - whilst making interesting reading in their own right.

I'd recommend this book to students, new joiners of an agency involved in branding, and all junior staff who are just beginning their careers in branding - as it covers all the 'fundamentals' perfectly, enabling them to hit the ground running.

Simply great, I wish I had this book when I first landed in the branding world!
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1 of 1 people found the following review helpful By Martin Turner HALL OF FAMETOP 500 REVIEWERVINE VOICE on 31 Aug. 2012
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Fundamentals of Branding covers a lot of the basics of branding and will introduce the general reader and marketing or design students to many of the key ideas. It's written in a fairly interesting style, and it has lots of interesting illustrations. But it never really gets to the heart of what branding is, being so keen to include every idea about branding that it doesn't go deep into anything and is not selective about what is an insightful view of branding and what is simply discursive analysis.

There are some really good books about branding on the market. These include Wally Olins. On B®and., Designing Brand Identity: An Essential Guide for the Whole Branding Team and the cheekily named The 22 Immutable Laws Of Branding. For DIY branders, Build a Brand in 30 Days: With Simon Middleton, the Brand Strategy Guru is a good bet. All of these books are characterised by getting to the essence of what branding is about and building out from there. This book -- Fundamentals of Branding -- somehow doesn't do that, despite the strong credentials of the author as a branding practitioner.

According to its blurb, the book is aimed at students and brand practitioners. I would say that it is really aimed at students. It introduces a wide range of concepts with lots of really good examples. For a student who is being taught the core principles, this provides a lot of background material. For a practitioner trying to organise their experience into insights, it doesn't offer a great deal.

Good, but not excellent.
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