What is Branding? (Essential Design Handbooks) by Matthew Healey

by Matthew Healey

A comprehensive guide to the world of brandingIt is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges.Outlining the components of branding (positioning, storytelling, design, price, and relationships), what it can be applied to, and what it can achieve, What is Branding? will help ensure the success of branding for any product, service, person, or place.Case studies included in the international portfolio of campaigns explain what makes them work, why they matter, and what can be learnt from them. Analysis focuses both on design know-how and on theory, looking at how professionals wrestle with abstract notions of perception, culture, and love while at the same time solving the nuts-and-bolts problems of package design, sign making, and web technology.

Genres: Design, Nonfiction, Business

Paperback

First published January 1, 2008

Reviews

[Khajiit J'jirra Roudhari]

Back of jacket reads:
Issues
As everything becomes global, good branding becomes more crucial. What is Branding? provides an accessible guide to make sense of this complex subject. It looks at brands' flesh and blood, explores the process of branding, and shares insights that anyone can apply to the practical challenges in their branding work.

Anatomy
What is Branding? examines the many and varied fields that the complex discipline of branding involves. It provides no-nonsense 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.

Portfolios
Case studies included in the international portfolio of cmapiagns detail what makes them work, why they matter, and what can be learnt from them. Analysis focuses both on design know-how and on theory, looking at how professionals wrestle with abstract notions of perception, culture, and belonging, while a the same time solving the nuts-and-bolts problems of package design, signmaking, and web technology. Along the way, they provide an inspiring background to the designers and professionals behind them.

Includes work by
Vacant
Fitch
The Brand Union (formerly Enterprise IG)
Minale Tattersfield
Hanson Dodge Creative
Inaria
Interbrand
Paprika
Irving
Pentagram
Landor
Infinia
Siegal+Gale
TippingSprung
.Wolff Olins
Lippincott (formerly Lippincott Mercer)

[Robert K.T. · Rating 4 out of 5]

Good general grasp, covers several concepts you will notice on the daily bases. A LOT of case studies and there are a lot of graphics as a complement to the text. Window shopping will never be enough...

[Pippolina · Rating 3 out of 5]

Szemezgetés a marketing márka részéről. Jó kis összefoglaló lenne azoknak, akik nem sejtik mi van a márka mögött, mit jelent az, hogy márkaérték. De néha olyan szakkifejezést használ a könyvben, amit elfelejt megmagyarázni (pl. briefing). Akinek több rálátása van erre a témára, annak meg túl általánosnak hat. A könyv második fele már példákat hoz a valóságból, ami egész érdekes. De örültem volna inkább egy példa mélyreható bemutatására, mint sokról általánosan beszélni, ami kiszáll a fejemből. Azért voltak benne olyan információ morzsák, amikről még marketing órán sem tanultam.

[Esteban Mulki · Rating 2 out of 5]

Poca sustancia en otro libro más sobre branding. Hubiera funcionado mejor con menos casos mejor desarrollados. Evitar este libro y leer en su lugar "El libro de las Marcas" de Wally Ollins.