More Than a Name: An Introduction to Branding is a modern, visually instructive textbook offering a comprehensive introduction to the world of branding, from the theory to the practice of brand implementation.

This book explores the new world of the brand – now more powerful and prominent than ever and an academic subject in its own right. A key issue for brand design is to avoid seeing the brand solely in terms of the graphic element, rather than part of a whole creative process. Today a brand is no longer just a logo but a carefully orchestrated experience, supported by complex marketing budgets and sophisticated psychology.

Full of practical tips and contemporary examples from some of the world’s most well-known brands and brand agencies, this book will be indispensable for visual arts students, aspiring and practising copywriters, brand strategists and marketing professionals.

Key features

A unique textbook on the basics of modern branding, branding working practice and the anatomy of the brand.

In-depth exploration of marketing theories as applied to the brand experience.

With interviews from industry leaders, this is a book to learn from and keep as a reference.

Readership: Advanced

Graduate students of design, marketing and advertising, media communications and business studies.

Practising brand managers, designers and teachers in the field.

Professionals keen to keep abreast of the latest developments in branding.