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The successful creation of a brand is essential in the promotion of a company or service, and getting it wrong can be an expensive mistake. In this new edition of More Than A Name Melissa Davis takes you through everything you need to know about developing a clear identity for a brand and the best techniques to promote the desired message, experience and emotions in the most effective way. You''ll discover: - What makes up a brand identity- How to create guidelines for in-house and external partners- The challenges and benefits of defining and targeting specific audiences- Current trends in corporate promotion, including online and viral marketing With a strong focus on the visual aspects of branding and updated with contemporary examples and information on digital campaigns, this book is perfect for readers coming to the topic from graphic design, marketing and branding.>
List of contents
Introduction
1. Defining BrandingAnatomy of Consumer Goods
Brand History
Defining Branding
Defining Effective Branding
Why is Branding Important
Digital Branding
2. How Brands are Made
Swotting Up
The Vision Thing
Brand Families
Understanding the Process
Brand Creation Scenarios
Budgets and Planning
Brand Originators
A Change in Identity
Mixed Messages
3. Brand Anatomy
Brand Rules
Brand Narrative
Brand Context
Brand Style
Brand Tone
Brand Effectiveness
Brand Naming
4. Brand Audience
The Pareto Principle
Product Lifecycle (PLC)
Consumers and the PLC
Audience Challenge
Consumer Attitudes
Capturing Dialogue
Assessing Success and Analysis Techniques
Business Brands
Internal Brand Audiences
5. Current Trends in Branding
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
Branding within the Digital Realm
6. Developing the Brand Experience
The Marketing Mix
Creating a Brand Experience
Retail and Public Spaces
Experiential Branding
Product Design
Product Packaging
Co-Branding
Advertising
Association with Events
Brands and New Technologies
Global Brands
7. Ways of Working
Brand Methodology
Working Structures
Client Relationship
Agencies
In-House Structures
Brand Team
Why Maintain the Brand?
Brand Guidelines
8. The Future
Brand Evolution
What Next for Brands?
Human Factor
Globalization
Brand Purpose
Online-Only
Role Model
The Role of the Graphic Designer
About the author
Steve Everhard has over three decades of experience, marrying the worlds of technology and branding, including 10 years at Apple, and five at MasterCard. He’s coached spinouts from the Royal College of Art, UK, since 2011, and advised hundreds of start-up and early stage companies on brand strategies. Steve divides his time between London and California.
