What is branding / Matthew Healey.

Title from Cover page.

Includes bibliographical references (pages 250-251) and index.

Issues -- What is branding? -- What branding does -- Who owns the brand? -- The brand development process -- Consistency and change -- Design in branding -- Branding, advertising, public relations, and marketing -- Storytelling, experience, and emotion -- Authenticity -- Brand discovery -- The lifetime brand: reality or myth? -- Brand extensions, associations, and co-branding -- What else can be branded? -- Women and men -- Globalization -- Trademark protection and intellectual property -- Brand valuation -- Causes and advocacy -- Power of the consumer -- Brand consulting and the future of brands -- Anatomy -- Core benefits and positioning -- Insight -- Ideas -- Values -- Lifestyle -- Brand personality -- Product design -- Name -- Logo -- Color -- Typeface -- Visual style -- Graphic motifs -- Sound, smell, taste, touch -- Packaging -- Merchandise, environments, and signage -- Price positioning -- Advertising -- Publicity and public relations -- Alternative marketing -- Ambassadors and internal branding -- Customer support -- Fast-moving consumer goods -- Durable goods -- Services -- Organizations -- Places -- Portfolios and case studies -- Landor Associates -- Fitch -- Hanson Dodge Creative -- Inaria -- Interbrand -- Irving -- Lippincott Mercer -- Minale Tattersfield Design Strategy -- TippingSprung -- Pentagram -- Oskar: Retail experience -- Horizon Fitness: Product rebranding -- Lago di Garda: Place rebranding -- Florida Blue: Brand extension -- Mini Cooper: Brand revival -- Carluccio's: Storytelling -- IEEE: Naming -- Etcetera.

"What is Branding? examines the fields that the discipline of branding involves. It provides outlines of its components (positioning, storytelling, design, pricing, and relationships), what it can be applied to (products, services, organizations, people, and places), and what it can achieve."--Jacket.