02925nam a22003015i 4500 99116545257804341 20251010083132.0 m || d | cr ||||||||||| 171025s2017 xxk|||||o |||| ||eng 9781350034617 oai:ldls.org.uk:018572194 (Uk)018572194 9781350034617 CodeMantra Uk eng Uk StEdNL English Davis, Melissa (Writer on branding), author. The Fundamentals of Branding / Melissa Davis. London : Bloomsbury Visual Arts, 2017. 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. Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force. Uk Advertising 2839 Branding (Marketing) 6284 lcc 0 0 lcc 0 0 TBS TBS 2025-07-07 0 HF5415.1255 DAV 2025-07-07 1 2025-07-07 1 SOON AVAILABLE 4831 4831