More Than a Name
An Introduction to Branding
By
Melissa Davis
This is a very enjoyable book on branding. There
is a strong emphasis on design as a key element in branding and the publisher's
other titles indicate a bias towards design subjects. Not surprisingly then, the
book is beautifully laid out easy to re with numerous pictures to illustrate the
text. This is a major piece of work and it does cover everything from branding
theory to the development of branded experiences.
The style of this is more like a textbook on
branding. This makes it ideal for the marketing student but it is also very
useful for someone who is developing a brand for the first time but has no
marketing knowledge. However, maybe a downside of the book is that appears to be
aimed more at the design student who needs to understand more about the role of
design in branding. To some extent, this undersells the book as it has a broad
remit that is essential for anyone involved in branding.
Different types of brand strategy are examined in
detail from both a theoretical and practical point of view. This is accompanied
by interviews with "brand gurus" and illustrations of the brands in question.
This is not a book to read from cover to cover
despite its attractive appearance. However, as a reference book or a
coffee-table-style book for dipping in and out of it is ideal and capable of
stimulating the imagination.
Published by Ava Academia 2005
Review
by Martin Payne
