Abstract
What’s branding all about? Why do we have to care?
Originally, copyright © 2004 by Aaron Marcus and Associates, Inc. (AM+A).
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References
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URLs
American Institute of Graphic Arts. www.aiga.org. The URL is a portal to the USA’s primary graphic design association, where links to branding-oriented subsites, competitions, and documents may be found
American Marketing Association. www.marketingpower.com. The URL contains advertising articles and tips, lists thousands of companies and firms, and more from the official American Marketing Association Web site
Association of National Advertisers. www.ana.net. The URL is a portal to “brand builders”
Corebrand. www.corebrand.com. One of many branding companies, this URL offers documents evaluating brand assets
Corporate Design Foundation. www.cdf.org. The Foundation’s URL contains branding-oriented resources as well as corporate design management
Oracle browser branding guidelines. http://otn.oracle.com/tech/blaf/specs/branding_spec_v21.html. The URL contains detailed specifications. This is an example of corporate branding guidelines for software applications that are publicly available on the Internet
Schmitt, Bernd. http://meetschmitt.com. Bernd Schmitt, a self-proclaimed leader of branding has branded himself and his publications at this URL
Young and Rubicam. www.valuebasedmanagement.net/methods_brand_asset_valuator.html. The URL explains their definitions and means of measuring brands
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Marcus, A. (2015). Branding 101. In: HCI and User-Experience Design. Human–Computer Interaction Series. Springer, London. https://doi.org/10.1007/978-1-4471-6744-0_16
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