COVID-19 Response at Fishpond

Read what we're doing...

The Fundamentals of Branding


Product Description
Product Details

Table of Contents

How to get the most out of this book. Introduction. What is a brand?: Defining branding; Brand history; The marketing matrix; The basic brand development process; Teamwork and talent; The agency playing field; The client/agency relationship. Deconstructing brands: Brand structures; brand families; The brand development methodology; Brand positioning; Brand values; Developing the 'creative'; Communicating the brand; Maintaining the brand. The changing brand audience: Understanding the brand audience; Audience attitudes and social shifts; Developing brands for audience 'types'; Brands, ethics and responsibility; The digital audience; Employee audiences. Branding techniques: Techniques to diversify the brand; Forms of collaboration; Affinity marketing; Charity-based partnerships; The future of partnerships. Assessing the brand impact: Why measure the brand?; Brand equity; How to measure the brand impact; Brand measurement models; Measurement in the business and marketing process. Brand futures: Understanding brand trends; The evolution of brands; Key future trends; Industry perspectives: digital; Industry perspectives: brand strategy; Industry perspectives: Innovation; Moving the brand forward. Appendix: Conclusion; Student resources; Bibliography; Glossary; Acknowledgements; Credits; Working with ethics.

About the Author

Melissa Davis has over 15 years' experience in journalism, branding and corporate communications. She has worked with some of the world's biggest brands, including Apple, TNT, Microsoft and Nike, consulting on communication strategies and brand campaigns. In 2005, she established Truebranding, a London-based agency that advises companies on the integration of social and environmental issues within their brand strategy.


'An excellent overview of the subject - much needed in an area not usually so entertainingly expressed on the written page.' Martin Dawber, Liverool John Moores University, UK. 'Great book, covers the nature of branding in a diverse way without being shallow. Exciting visuals and case studies. Relevant to our fashion course ... Much less dry than most branding/marketing textbooks!' Tiina Burton, Cambridge School of Visual and Performing Arts, UK. 'I think this is a great entry level book to Branding. It is clearly written and explains the complexities of Branding language and its strategic importance very well.' Ashley Rudolph, University College Falmouth, UK. 'An excellent addition to current titles available on the subject. It's very contemporary in terms of both its case studies and knowledge of current trends and market requirements. It's also very well designed in terms of layout and presentation of information, making it very accessible - even to today's 'I don't do books' generation of undergraduates.' Dave Caton, Swindon College, UK.

Ask a Question About this Product More...
Write your question below:
Look for similar items by category
Home » Books » Business » Marketing » General
How Fishpond Works
Fishpond works with suppliers all over the world to bring you a huge selection of products, really great prices, and delivery included on over 25 million products that we sell. We do our best every day to make Fishpond an awesome place for customers to shop and get what they want — all at the best prices online.
Webmasters, Bloggers & Website Owners
You can earn a 5% commission by selling The Fundamentals of Branding (Fundamentals) on your website. It's easy to get started - we will give you example code. After you're set-up, your website can earn you money while you work, play or even sleep! You should start right now!
Authors / Publishers
Are you the Author or Publisher of a book? Or the manufacturer of one of the millions of products that we sell. You can improve sales and grow your revenue by submitting additional information on this title. The better the information we have about a product, the more we will sell!
Item ships from and is sold by Fishpond Retail Limited.
Back to top