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What Is Branding?

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ISBN-10: 2940361452

ISBN-13: 9782940361458

Edition: 2008

Authors: Matthew Healey

List price: $35.00
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Book details

List price: $35.00
Copyright year: 2008
Publisher: RotoVision SA
Publication date: 1/31/2008
Binding: Hardcover
Pages: 256
Size: 6.75" wide x 8.50" long x 1.00" tall
Weight: 1.892
Language: English

Issues
What is branding?
What branding does
Who owns the brand?
The brand development process
Consistency and change
Design in branding
Branding, advertising, public relations, and marketing
Storytelling, experience, and emotion
Authenticity
Brand discovery
The lifetime brand: reality or myth?
Brand extensions, associations, and co-branding
What else can be branded?
Women and men
Globalization
Trademark protection and intellectual property
Brand valuation
Causes and advocacy
Power of the consumer
Brand consulting and the future of brands
Anatomy
Core benefits and positioning
Insight
Ideas
Values
Lifestyle
Brand personality
Product design
Name
Logo
Color
Typeface
Visual style
Graphic motifs
Sound, smell, taste, touch
Packaging
Merchandise, environments, and signage
Price positioning
Advertising
Publicity and public relations
Alternative marketing
Ambassadors and internal branding
Customer support
Fast-moving consumer goods
Durable goods
Services
Organizations
Places
Portfolios and case studies
Landor Associates
Fitch
Hanson Dodge Creative
Inaria
Interbrand
Irving
Lippincott Mercer
Minale Tattersfield Design Strategy
TippingSprung
Pentagram
Oskar: Retail experience
Horizon Fitness: Product rebranding
Lago di Garda: Place rebranding
Florida Blue: Brand extension
Mini Cooper: Brand revival
Carluccio's: Storytelling
IEEE: Naming
Etcetera
Glossary
Bibliography
Index
Credits