Davis, Melissa
The fundamentals of branding / Melissa Davis - Lausanne : AVA Academia ; c2017 - 183 pages. : ill. (chiefly color) ; 23 cm - AVA academia series AVA fundamentals . - AVA academia AVA fundamentals .
Includes bibliographical references
What 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 -- 1. 2. 3. 4. 5. 6. Conclusion
9782940373987 (paperback) 2940373981 (paperback)
Branding (Marketing)
HF5415.15 / .D38 2017
The fundamentals of branding / Melissa Davis - Lausanne : AVA Academia ; c2017 - 183 pages. : ill. (chiefly color) ; 23 cm - AVA academia series AVA fundamentals . - AVA academia AVA fundamentals .
Includes bibliographical references
What 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 -- 1. 2. 3. 4. 5. 6. Conclusion
9782940373987 (paperback) 2940373981 (paperback)
Branding (Marketing)
HF5415.15 / .D38 2017