More Than A Name

Brands today have never been so powerful and prominent, so much so that branding is now taught as an academic subject in colleges around the world. Today a brand is no longer just a logo on a soup tin, but a carefully orchestrated experience, supported by complex marketing budgets and sophisticated psychology. One of the pitfalls of designing for brands is to see the brand solely in terms of the graphic element, rather than part of a whole creative process. More Than a Name: An Introduction to Branding is a modern, visually-oriented textbook, offering a comprehensive introduction to the world of branding; the thinking behind the creation of brands, the execution of a brand and the key to maintaining a successful brand. Full of practical tips and real-life examples from some of the worlds most well-known brands and brand agencies, this book will be indispensable for visual arts students, copywriters, brand strategists and marketeers.