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Author:   Laura Busche
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Weight:   0.700kg
ISBN:  

9781032373720

ISBN 10:   1032373725
Pages:   384
Publication Date:   17 November 2023
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

"Introduction Chapter 1: Welcome to the world of branding Chapter 2: Defining ""Brand"" Chapter 3: Brand equity & management Section 1 Introduction: Story Chapter 4: Brand Story Chapter 5: Self-brand identification Chapter 6: Research, segmentation, and personas Chapter 7: Associations & positioning Chapter 8: Naming Chapter 9: Pricing Chapter 10: Personality & voice Section 2 Introduction: Symbols Chapter 11: The Brandverse Chapter 12: Visual perception Chapter 13: Logo design Chapter 14: Typography Chapter 15: Color Chapter 16: Applications, packaging and systems Section 3 Introduction: Strategy Chapter 17: Building strong brand relationships Chapter 18: Understanding channels Chapter 19: Designing memorable brand experiences Chapter 20: Brand portfolio management: extensions, architecture & rebranding Chapter 21: Brand intelligence Conclusion"

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Author Information

Laura Busche is a Colombo-German brand strategist helping companies in the public and private sectors bring their message to life with a compelling brand story, memorable visual symbols, and a bold communication strategy. Busche holds a doctoral degree in Psychology, a master’s degree in Design Management and is a Bachelor of Science in Business Administration. Her client list has included Dribbble, Creative Market, Webflow, Domestika, Magmic, Grubbrr, Littledata, among many others.

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