The Fundamentals of Branding

The Fundamentals of Branding

by Melissa Davis

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Overview

The Fundamentals of Branding by Melissa Davis

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.

Product Details

ISBN-13: 9782940373987
Publisher: Bloomsbury Academic
Publication date: 10/25/2009
Series: Fundamentals Series
Pages: 184
Product dimensions: 7.90(w) x 9.00(h) x 0.70(d)

About the Author

Melissa Davis has over 15 years' experience in journalism, branding and corporate communications. She has worked with some of the world's biggest brands, including Apple, TNT, Microsoft and Nike, consulting on communication strategies and brand campaigns. In 2005, she established Truebranding, a London-based agency that advises companies on the integration of social and environmental issues within their brand strategy.

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