More Than a Name An Introduction to Branding

ISBN-10: 2940373000
ISBN-13: 9782940373000
Edition: 2005
List price: $51.95 Buy it from $44.25
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Description: Offering a comprehensive introduction to the world of branding, this work discusses the thinking behind the creation of brands, the execution of a brand and the key to maintaining a successful brand.

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Book details

List price: $51.95
Copyright year: 2005
Publisher: Bloomsbury Publishing Plc
Publication date: 2/23/2006
Binding: Paperback
Pages: 240
Size: 8.50" wide x 11.50" long x 1.25" tall
Weight: 0.990

Offering a comprehensive introduction to the world of branding, this work discusses the thinking behind the creation of brands, the execution of a brand and the key to maintaining a successful brand.

How To Use This Book
Introduction
Glossary
Defining Branding
Introduction
The Anatomy of Consumer Goods
Brand History
Defining Branding
Defining Effective Branding
Why is Branding Important?
Wolff Olins
How Brands Are Made
Introduction
Swotting Up
The Vision Thing
Brand Families
Understanding the Process
Brand Creation Scenarios
Brand Families
Brand Originators
A Change in Identity
Mixed Messages
Chermayeff & Geismar
National Geographic
Brand Anatomy: Context, Tone, Style
Introduction
PEST Control
Brand 'Rules'
Brand Narrative
Brand Context
Brand Style
Brand Tone
Brand Naming
IDEO
Brand Audience
Introduction
The Pareto Principle
The Product Lifecycle (PLC)
Consumers and the PLC
The Audience Challenge
Consumer Attitudes
Capturing the Audience
Consumer Dialogue
Business Brands
Internal Brand Audiences
D&AD
Current Trends in Branding
Introduction
Risk and Reward
Branding in the Context of Trends
The Individual
Simplicity
Less Branding
More Fun
Better Service
Easy Technology
Responsible Brands
Branding Countries
Own Brands
Personal Branding
Government Advisor and Author
Trend Predictor
Delivering the Brand Experience
Introduction
The Marketing Mix-The Four 'P's
Creating a Brand Experience
Retail and Public Spaces
Product Design
Product Packaging
Co-branding Partnerships
Advertising
Brands and New Technologies
Global Brands
Philips Design
Apple Computer
Ways of Working
Introduction
The Brand Methodology
Working Structures
The Client Relationship
Agencies
In-house Structures
The Brand Team
Why Maintain the Brand?
Brand Guidelines
Nike
Nitsch Design GmbH
The Future
Introduction
Brand Evolution: Where Next?
What Next for Brands?
The Human Factor
The International Outlook
The Role Model
The Future Role of the Graphic Designer
Trends Consultant
Appendix
Contributors
Bibliography & Webography
Index
Acknowledgements
Marketing Theory Contents
The Anatomy of Consumer Goods
Swotting Up
The Vision Thing
Brand Families
PEST Control
The Pareto Principle
The Product Life Cycle (PLC)
Consumers and the PLC
Risk and Reward
The Marketing Mix-The Four 'P's
The Brand Methodology
Brand Evolution: Where Next?
Interview Contents
John Williamson, Board Director, Wolff Olins
Tom Geismar, Designer, Chermayeff & Geismar
Karen Rice Gardiner, Director of Creative Services, National Geographic
Ingelise Nielsen, Head of Communications, IDEO
Michael Hockney, Chief Executive, D&AD
Simon Anholt, Government Advisor and Author
Shari Swan, Trend Predictor, Streative Branding
Stefano Marzano, Chief Executive, Philips Design
Jonathan Ive, Vice President of Design, Apple Computer
Mike Tiedy, Creative Director, Brand Design, EMEA, Nike, Europe
Frank Heemsoth, DHL Account, Nitsch Design GmbH
Kristina Dryza, Trends Consultant

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*A minimum purchase of $35 is required. Shipping is provided via FedEx SmartPost® and FedEx Express Saver®. Average delivery time is 1 – 5 business days, but is not guaranteed in that timeframe. Also allow 1 - 2 days for processing. Free shipping is eligible only in the continental United States and excludes Hawaii, Alaska and Puerto Rico. FedEx service marks used by permission."Marketplace" orders are not eligible for free or discounted shipping.

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