More Than a Name: An Introduction to Branding

Tuesday, December 2, 2008

morethananameby Melissa Davis, Jonathan Baldwin

How do you make someone choose your shampoo over the other 29 brands on the shelf? That’s the kind of make-or-break question every marketing professional faces every day. Here-in a form that will instruct and inspire students of art and design, future copywriters and marketers, as well as any interested businessperson-is a practical introduction to the art and science of branding. Using dynamic graphics and the examples of some of the world’s most successful products, it provides a complete, idea-packed overview of the field: product design, packaging, icons, brand identities, the in-store experience, co-branding, advertising, and working across international boundaries. Call number HD69.B7 .D38 2005

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