- Paperback: 192 pages
- Publisher: AVA Publishing SA (Nov 2005)
- Language English
- ISBN-10: 2884790594
- ISBN-13: 978-2884790598
- Average Customer Review: 4.7 out of 5 stars See all reviews (3 customer reviews)
- Amazon Bestsellers Rank: 5,210,711 in Books (See Top 100 in Books)
- See Complete Table of Contents
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More About the Author
Product Description
Product Description
This 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.
--This text refers to an alternate
Paperback
edition.
About the Author
Melissa Davis has over 12 years' experience in journalism, branding and corporate communications. She has worked with some of the world's biggest brands, including Apple, Shell and Microsoft, consulting on communication strategies and brand campaigns. Melissa is now based in London and advises corporations on social responsibility programs. Jonathan Baldwin is a lecturer in design history, theory and practice at Dundee University, Scotland. He teaches and writes on issues related to popular culture, the media, graphic design and higher education. He has experience working as a professional graphic designer and has contributed to many publications and conferences on art and design in higher education.
--This text refers to an alternate
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Most Helpful Customer Reviews
4.0 out of 5 stars
A very long book,
This review is from: More Than A Name: An Introduction to Branding (Paperback)
I bought this book for my university project as it was recommened. However it's a big book with so much in that I got bit sick of having to search for what I wanted. But it does hold a lot of useful information for those who study Graphics or Advertising!
5.0 out of 5 stars
More than brilliant,
This review is from: More Than A Name: An Introduction to Branding (Paperback)
An invaluable book, intelligently and fluidly written, fascinating and entertaining. A must for any student, those interested in the branding arena, or simply professionals in need a a refresher. Excellent.
2 of 3 people found the following review helpful:
5.0 out of 5 stars
A standard work?,
By
This review is from: More Than A Name: An Introduction to Branding (Paperback)
The issue of branding and graphic design has been long overlooked. For many brand is merely that; a logo or graphic mark, a colourful shorthand for the corporate image. In reality brand bites deep into the psyche of the business, and is the rallying point for strategic positioning and company culture. This book is the first to examine the gulf between the image of the brand and the values behind it, and makes the case eloquently for both elements of branding to be conceived within the same strategic process.
Designers need to understand the full imnpact of the treatment and usage of the graphical marks that they develop and strategists need to realise the invaluable role that the design team can make to the process of brand evolution and renewal. Melissa Davis introduces controversy into the arena, the pressures on corporate brand development and the emerging issues of social responsibility that are rapidly being engineered into the brand DNA by the best in the field. Highly recommended read with great examples!
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