000			02948cam a2200337 i 4500
005			20220525102043.0
008			210826s2008 sz a|||| |||| 001 0 eng d
020	0	0	_a9782940361458 _qhardcover
040			_aDLC _beng _cEG-CaTKH _erda
050	0	0	_aHD69.B7 _bH435 2008
082	0	0	_a658.827 HE.W 2008 _223
100	1		_aHealey, Matthew, _eauthor.
245	1	0	_aWhat is branding / _cMatthew Healey.
260			_aMies ; Hove : _bRotoVision _c2008
264		1	_aMies, Switzerland : _bRotoVision, _c2008.
300			_a256 pages : _billustrations (chiefly color) ; _c23 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
490	1		_aEssential design handbooks
500			_aTitle from Cover page.
504			_aIncludes bibliographical references (pages 250-251) and index.
505	0		_aIssues -- 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.
520			_a"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.
650		0	_aBrand name products.
650		0	_aProduct management.
830	0		_aEssential design handbooks.
942			_2ddc _cBK
998			_ahuda.mahmoud _bM _d20220522
998			_amona.romia _bR _d20220523
999			_c953 _d953