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Total Branding by Design: How to make your brand’s packaging more effective

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Editor: Paul Southgate
Publisher: Kogan Page
Publication: 1994, First Edition
Binding: Hardcover, section sewn
Pages: 172
Size: 165 x 245
Text: English

(Preface) 'It is only recently that the giant marketing companies have come to take packaging design seriously as a marketing tool. Even today, most do not really understand its power or how to use it properly. This is surprising when one thinks of the pivotal contribution packaging design has made to some of the world's most successful and long-established brands. Think of the famous Coke bottle, Jack Daniel's, Perrier, each of which evoke a set of values in the mind of the consumer, in other words a brand image.

Total Branding by Design is the first detailed and practical guide on how to exploit the full potential of design as a marketing tool in building, and sustaining, brands. Based on the simple theory of using the whole pack deliberately and accurately to communicate brand values, Total Branding by Design illustrates how packaging design can be used to increase a brand's market share and therefore its profitability.'

Condition: Very Good. All titles are used and show shelf ware consistent with age. Light rubbing, creasing to dust jacket. Light tanning to outer edges of interior pages.

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