The successful creation of a brand is essential in the promotion of a company or service, and getting it wrong can be an expensive mistake. In this new edition of More Than A Name Melissa Davis takes you through everything you need to know about developing a clear identity for a brand and the best techniques to promote the desired message, experience and emotions in the most effective way.You'll discover: What makes up a brand identity How to create guidelines for in-house and external partners The challenges and benefits of defining and targeting specific audiences Current trends in corporate promotion, including online and viral marketingWith a strong focus on the visual aspects of branding and updated with contemporary examples and information on digital campaigns, this book is perfect for readers coming to the topic from graphic design, marketing and branding.

Introduction1. Defining BrandingAnatomy of Consumer GoodsBrand HistoryDefining BrandingDefining Effective BrandingWhy is Branding ImportantDigital Branding2. How Brands are MadeSwotting UpThe Vision ThingBrand FamiliesUnderstanding the ProcessBrand Creation ScenariosBudgets and PlanningBrand OriginatorsA Change in IdentityMixed Messages3. Brand AnatomyBrand RulesBrand NarrativeBrand ContextBrand StyleBrand ToneBrand EffectivenessBrand Naming4. Brand AudienceThe Pareto PrincipleProduct Lifecycle (PLC)Consumers and the PLCAudience ChallengeConsumer AttitudesCapturing DialogueAssessing Success and Analysis TechniquesBusiness BrandsInternal Brand Audiences5. Current Trends in BrandingRisk and RewardBranding in the Context of TrendsThe IndividualSimplicityLess BrandingMore FunBetter ServiceEasy TechnologyResponsible BrandsBranding CountriesOwn BrandsPersonal BrandingBranding within the Digital Realm6. Developing the Brand ExperienceThe Marketing MixCreating a Brand ExperienceRetail and Public SpacesExperiential BrandingProduct DesignProduct PackagingCo-BrandingAdvertisingAssociation with EventsBrands and New TechnologiesGlobal Brands7. Ways of WorkingBrand MethodologyWorking StructuresClient RelationshipAgenciesIn-House StructuresBrand TeamWhy Maintain the Brand?Brand Guidelines8. The FutureBrand EvolutionWhat Next for Brands?Human FactorGlobalizationBrand PurposeOnline-OnlyRole ModelThe Role of the Graphic Designer