The successful creation of a brand is essential in the promotion of a company or service, and getting it wrong can be an expensive mistake. In this new edition of More Than A Name Melissa Davis takes you through everything you need to know about developing a clear identity for a brand and the best techniques to promote the desired message, experience and emotions in the most effective way.

You'll discover:

• What makes up a brand identity
• How to create guidelines for in-house and external partners
• The challenges and benefits of defining and targeting specific audiences
• Current trends in corporate promotion, including online and viral marketing

With a strong focus on the visual aspects of branding and updated with contemporary examples and information on digital campaigns, this book is perfect for readers coming to the topic from graphic design, marketing and branding.