More Than a Name: An Introduction to Branding

How do you make someone choose your shampoo over the other 29 brands on the shelf? That's the kind of make-or-break question every marketing professional faces every day. Here-in a form that will instruct and inspire students of art and design, future copywriters and marketers, as well as any interested businessperson-is a practical introduction to the art and science of branding. Using dynamic graphics and the examples of some of the world's most successful products, it provides a complete, idea-packed overview of the field: product design, packaging, icons, brand identities, the in-store experience, co-branding, advertising, and working across international boundaries.