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More Than A Name: An Introduction to Branding
 
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More Than A Name: An Introduction to Branding (Paperback)

by Melissa Davis (Author), Jonathan Baldwin (Author)
5.0 out of 5 stars See all reviews (1 customer review)
RRP: £24.95
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Product details

  • Paperback: 240 pages
  • Publisher: AVA Publishing (23 Jan 2006)
  • Language English
  • ISBN-10: 2940373000
  • ISBN-13: 978-2940373000
  • Product Dimensions: 29.8 x 22 x 2.8 cm
  • Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
  • Amazon.co.uk Sales Rank: 353,846 in Books (See Bestsellers in Books)

    Popular in this category:

    #69 in  Books > Art, Architecture & Photography > Graphic Arts > Advertising

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Product Description

Book Description
Brands today have never been so powerful and prominent, so much so that branding is now taught as an academic subject in colleges around the world. Today a brand is no longer just a logo on a soup tin, but a carefully orchestrated experience, supported by complex marketing budgets and sophisticated psychology. One of the pitfalls of designing for brands is to see the brand solely in terms of the graphic element, rather than part of a whole creative process. More Than a Name: An Introduction to Branding is a modern, visually-oriented textbook, offering a comprehensive introduction to the world of branding; the thinking behind the creation of brands, the execution of a brand and the key to maintaining a successful brand. Full of practical tips and real-life examples from some of the world’s most well-known brands and brand agencies, this book will be indispensable for visual arts students, copywriters, brand strategists and marketeers.

About the Author
Melissa Davis has over 12 years experience in journalism, branding and
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 as a partner for theconsultancy Global Impact, which advises corporations on Social Responsibility programmes.

Jonathan Baldwin is an Academic Developer and Senior Lecturer at Brighton University and a visiting lecturer for the School of Historical and Critical Studies. He has experience working as a professional graphic designer and has contributed to many publications and conferences on art and design in higher education.


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0 of 1 people found the following review helpful:
5.0 out of 5 stars A standard work?, 10 Nov 2005
By S. F. Everhard - See all my reviews
(REAL NAME)   
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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