The Fundamentals of Branding
/ Melissa Davis.
- 184 pages
- Fundamentals .
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.
Branding is a discipline that has emerged over the last century to become a ubiquitous force in marketing. The Fundamentals of Branding offers an overview of the foundations of building, developing and maintaining brands.
It provides insight into key aspects such as targeting audiences, trends, brand structures and brand architecture, and examines the fundamental client/agency relationship. It also places branding in a global context and discusses its relation to business practice as well as other creative disciplines.
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