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. The Fundamentals of Branding is designed to give readers a broad understanding of the key stages and methodologies adopted in the brand development process, illustrated by interviews with major industry professionals.
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'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.
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Customer Reviews
Most Helpful Customer Reviews
3 of 3 people found the following review helpful
By Vic R
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.
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.
2 of 2 people found the following review helpful
By C Sklar
I love this book!
I've always been interested in the psychology of brands and this book has fast become my branding bible. It is organised simply and lucidly as well as being aesthetically pleasing; a difficult balance to achieve!
The case studies were especially helpful and I would recommend this book to anyone just starting out in branding, or indeed, anyone who has been in branding for a while but wants a little refresher course in the basics!
I've always been interested in the psychology of brands and this book has fast become my branding bible. It is organised simply and lucidly as well as being aesthetically pleasing; a difficult balance to achieve!
The case studies were especially helpful and I would recommend this book to anyone just starting out in branding, or indeed, anyone who has been in branding for a while but wants a little refresher course in the basics!
2 of 2 people found the following review helpful
By J. S. Connor
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!
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!
Most Recent Customer Reviews
5.0 out of 5 stars
Fantastic!
I am a student graphic designer and this book has been so helpful in helping me get my head around the 'fundamentals of branding'. Does what it says on the cover. Read more
Published 1 month ago by verity
4.0 out of 5 stars
'Fundamentals' in the sense of 'basics'
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. Read more
Published 8 months ago by Martin Turner
5.0 out of 5 stars
Great book
This is a really useful and informative book, that can teach you all about the world of branding. The case studies are extremely helpful and easy for you to understand and relate... Read more
Published on 25 Jan 2011 by Nbeavis
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