Enhanced descriptions from Syndetics:

More Than a Name explores the new world of the brand - now more powerful and prominent than ever. It argues that a brand is far more than just a logo, discussing the larger creative and economic process of branding as well as the psychological theory behind impactful and successful brands. The text is supported by practical tips and exercises, as well as contemporary examples from some of the world's best-known brands and brand agencies.

Table of contents provided by Syndetics

• How To Use This Book (p. 6)
• Introduction (p. 8)
• Glossary (p. 10)
• Chapter 1 Defining Branding (p. 12)
• Introduction (p. 14)
• The Anatomy of Consumer Goods (p. 16)
• Brand History (p. 18)
• Defining Branding (p. 26)
• Defining Effective Branding (p. 30)
• Why is Branding Important? (p. 32)
• Wolff Olins (p. 34)
• Chapter 2 How Brands Are Made (p. 36)
• Introduction (p. 38)
• Swotting Up (p. 40)
• The Vision Thing (p. 42)
• Brand Families (p. 44)
• Understanding the Process (p. 46)
• Brand Creation Scenarios (p. 48)
• Brand Families (p. 52)
• Brand Originators (p. 56)
• A Change in Identity (p. 60)
• Mixed Messages (p. 64)
• Chermayeff & Geismar (p. 66)
• National Geographic (p. 67)
• Chapter 3 Brand Anatomy: Context, Tone, Style (p. 68)
• Introduction (p. 70)
• PEST Control (p. 72)
• Brand 'Rules' (p. 74)
• Brand Narrative (p. 76)
• Brand Context (p. 80)
• Brand Style (p. 82)
• Brand Tone (p. 86)
• Brand Naming (p. 90)
• IDEO (p. 92)
• Chapter 4 Brand Audience (p. 94)
• Introduction (p. 96)
• The Pareto Principle (p. 98)
• The Product Lifecycle (PLC) (p. 100)
• Consumers and the PLC (p. 102)
• The Audience Challenge (p. 104)
• Consumer Attitudes (p. 106)
• Capturing the Audience (p. 108)
• Consumer Dialogue (p. 110)
• Business Brands (p. 114)
• Internal Brand Audiences (p. 116)
• D&AD (p. 120)
• Chapter 5 Current Trends in Branding (p. 122)
• Introduction (p. 124)
• Risk and Reward (p. 126)
• Branding in the Context of Trends (p. 128)
• The Individual (p. 130)
• Simplicity (p. 132)
• Less Branding (p. 134)
• More Fun (p. 136)
• Better Service (p. 138)
• Easy Technology (p. 140)
• Responsible Brands (p. 142)
• Branding Countries (p. 144)
• Own Brands (p. 146)
• Personal Branding (p. 148)
• Government Advisor and Author (p. 150)
• Trend Predictor (p. 152)
• Chapter 6 Delivering the Brand Experience (p. 154)
• Introduction (p. 156)
• The Marketing Mix-The Four 'P's (p. 158)
• Creating a Brand Experience (p. 162)
• Retail and Public Spaces (p. 166)
• Product Design (p. 170)
• Product Packaging (p. 172)
• Co-branding Partnerships (p. 174)
• Advertising (p. 176)
• Brands and New Technologies (p. 178)
• Global Brands (p. 182)
• Philips Design (p. 186)
• Apple Computer (p. 187)
• Chapter 7 Ways of Working (p. 188)
• Introduction (p. 190)
• The Brand Methodology (p. 192)
• Working Structures (p. 194)
• The Client Relationship (p. 196)
• Agencies (p. 198)
• In-house Structures (p. 200)
• The Brand Team (p. 202)
• Why Maintain the Brand? (p. 204)
• Brand Guidelines (p. 206)
• Nike (p. 210)
• Nitsch Design GmbH (p. 212)
• Chapter 8 The Future (p. 214)
• Introduction (p. 216)
• Brand Evolution: Where Next? (p. 218)
• What Next for Brands? (p. 220)
• The Human Factor (p. 222)
• The International Outlook (p. 224)
• The Role Model (p. 226)
• The Future Role of the Graphic Designer (p. 228)
• Trends Consultant (p. 230)
• Appendix (p. 232)
• Contributors (p. 234)
• Bibliography & Webography (p. 237)
• Index (p. 238)
• Acknowledgements (p. 240)
• Marketing Theory Contents
• The Anatomy of Consumer Goods (p. 16)
• Swotting Up (p. 40)
• The Vision Thing (p. 42)
• Brand Families (p. 44)
• PEST Control (p. 72)
• The Pareto Principle (p. 98)
• The Product Life Cycle (PLC) (p. 100)
• Consumers and the PLC (p. 102)
• Risk and Reward (p. 126)
• The Marketing Mix-The Four 'P's (p. 158)
• The Brand Methodology (p. 192)
• Brand Evolution: Where Next? (p. 218)
• Interview Contents
• John Williamson, Board Director, Wolff Olins (p. 34)
• Tom Geismar, Designer, Chermayeff & Geismar (p. 66)
• Karen Rice Gardiner, Director of Creative Services, National Geographic (p. 67)
• Ingelise Nielsen, Head of Communications, IDEO (p. 92)
• Michael Hockney, Chief Executive, D&AD (p. 120)
• Simon Anholt, Government Advisor and Author (p. 150)
• Shari Swan, Trend Predictor, Streative Branding (p. 152)
• Stefano Marzano, Chief Executive, Philips Design (p. 186)
• Jonathan Ive, Vice President of Design, Apple Computer (p. 187)
• Mike Tiedy, Creative Director, Brand Design, EMEA, Nike, Europe (p. 210)
• Frank Heemsoth, DHL Account, Nitsch Design GmbH (p. 212)
• Kristina Dryza, Trends Consultant (p. 230)