01119nam a2200193 a 450000100190000000500170001900800410003602000260007703500250010303500210012804000280014904100120017710000190018924500540020826000480026230000600031052005300037065000250090099101061680970670620251003094115.0090811s2009    sz a          000 0deng c  a9782940373987q(pbk.)  a(ES-BaCBU).b42572277  a(OCoLC)804338048  aES-BaCBUbcatcES-BaCBU  aEnglish  aDavis, Melissa14aThe fundamentals of branding c/ by Melissa Davis  aLausanne ;aWorthing :bAVA Academia,c2009  a183 pages :billustrations, portraits (color) ;c23 cm.  aBranding 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.00aBranding (Marketing)