000			02925nam a22003015i 4500
001			99116545257804341
005			20251010083132.0
006			m || d |
007			cr |||||||||||
008			171025s2017 xxk|||||o |||| ||eng
020			_a9781350034617
035			_aoai:ldls.org.uk:018572194
035			_a(Uk)018572194
037			_a9781350034617 _bCodeMantra
040			_aUk _beng _cUk _dStEdNL
041			_aEnglish
100			_aDavis, Melissa _c(Writer on branding), _eauthor.
245	1	4	_aThe Fundamentals of Branding _c/ Melissa Davis.
264		1	_aLondon : _bBloomsbury Visual Arts, _c2017.
300			_a184 pages
490	0		_aFundamentals
505			_aWhat 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.
520			_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.
540			_aRestricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force. _5Uk
650		0	_aAdvertising _92839
650		0	_aBranding (Marketing) _96284
942			_2lcc
999			_c4831 _d4831