Professional Studies for Screen-Based Media
Foundation Degree South West

Further reading


For a fairly straightforward introduction to branding in business try: Weilbacher, W. (1993) Brand Marketing: Building winning brand strategies that deliver value and customer satisfaction, NTC business books, chapter1 and 2

Aaker, D and Joachimsthaler, E (2000) Brand leadership, The Free Press, chapter 1 offers an overview of brand leadership and chapter 6 offers some good case studies to read on successful branding.

For a more specialist text read at least chapter 1 of Keller, K (1998) Strategic Brand Management, Building, measuring and managing brand equity,

Ellwood, I. (2002) The Essential Brand book, Kogan Page Limited

Fill, C. (2002) Marketing Communications. Contexts, strategies and applications. Prentice Hall

Kapferer, J. (1997) Strategic Brand Management, Kogan Page

Lury, G.(1998) Brand Watching; lifting the lid on the phenomena of branding, Blackhall.

Van Auken, B. (2002) The Brand Management Checklist, Kogan Page