000			01830cam a2200349 a 4500
001			5210273
003			CaAEU
005			20240904132823.0
008			041215s2005 sz ac b 001 0 eng
015			_aGBA523833 _2bnb
016	7		_a013396235 _2Uk
016	7		_a013136487 _2Uk
020			_a9782940373000
035			_aocm58554283
035			_aocm65466354
040			_aUKM _cUKM _dBAKER _dOrLoB-B
041			_aeng
050			_aHD69.B7 _bD378 2005
100			_aDavis, Melissa _921400 _eauthor
245	1	0	_aMore than a name _b: an introduction to branding _c/ Melissa Davis ; with a theoretical commentary by Jonathan Baldwin.
260			_bNew York, NY ; _aLondon : _bBloomsbury Publishing Inc., _c2005.
300			_a240 pages : _billustrations (chiefly color) ; _c30 cm.
504			_aIncludes bibliographical references and index.
505			_aDefining branding -- How brands are made -- Brand anatomy : context, tone, style -- Brand audience -- Current trends in branding -- Delivering the brand experience -- Ways of working -- The future -- Appendix.
520	1		_aBranding today is a carefully orchestrated experience, supported by complex marketing strategies and sophisticated psychology. 'More Than A Name: An Introduction to Branding' is a modern, visually-instructive textbook offering a comprehensive introduction to the world of branding, from the theory to the practice of brand implementation. This book is a prerequisite for visual arts students, copywriters, brand strategists and marketers.
526			_aB3ASP FLM: Marketing Strategic Approach
650		0	_aBrand name products _92371
650		0	_aBrand name products _xMarketing _913714
650		0	_aBrand name products _xMarketing _xStudy and teaching _923329
700			_aBaldwin, Jonathan _923330 _etheoretical commentary
942			_2lcc
999			_c1748 _d1748