- 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 41.3 x 588.4 cm
- Average Customer Review: 4.8 out of 5 stars See all reviews (6 customer reviews)
- Amazon Bestsellers Rank: 705,394 in Books (See Top 100 in Books)
- See Complete Table of Contents
Fundamentals of Branding Paperback – 12 Oct 2009
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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.See all Product Description
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Top Customer Reviews
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.
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.
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
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 morePublished on 21 April 2013 by verity
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 morePublished on 25 Jan. 2011 by Nbeavis