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Designing Brand Identity: An Essential Guide for the Whole Branding Team, 3rd Edition,9780470401422

Designing Brand Identity: An Essential Guide for the Whole Branding Team, 3rd Edition

by
Edition:
3rd
ISBN13:

9780470401422

ISBN10:
0470401427
Media:
Hardcover
Pub. Date:
8/1/2009
Publisher(s):
Wiley
List Price: $48.00

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Summary

Praise for previous editions of Designing Brand Identity:"An inspiring and powerful toolkit." -The Marketer"Alina Wheeler provides a practical structure for the brand building process." -Al Ries, coauthor, Positioning"Wheeler's book offers a cogent description of how strategy and design meet in the real world among world-class companies." -Marty Neumeier, author, The Brand Gap"A valued reference book for all members of the branding team." -Communication Arts

Author Biography

Alina Wheeler applies her strategic imagination and process management skills to revitalize brands for Fortune 100 companies, entrepreneurial ventures, and nonprofits.

Table of Contents

presents the fundamental concepts needed to jumpstart the brand identity process and create a shared vocabulary for the entire team.
Brand basics
What is brand?p. 2
What is brand identity?p. 4
What is branding?p. 6
Who are stakeholders?p. 8
Why invest?p. 10
Brand strategyp. 12
Positioningp. 14
Big ideap. 16
Customer experiencep. 18
Namesp. 20
Brand architecturep. 22
Taglinesp. 24
Staying on messagep. 26
Cross Culturesp. 28
Brand identity ideals
Overviewp. 30
Visionp. 32
Meaningp. 34
Authenticityp. 36
Differentiationp. 38
Durabilityp. 40
Coherencep. 42
Flexibilityp. 44
Commitmentp. 46
Valuep. 48
Brand identity elements
Brand marksp. 50
Sequence of cognitionp. 52
Word marksp. 54
Letter form marksp. 56
Pictorial marksp. 58
Abstract marksp. 60
Emblemsp. 62
Charactersp. 64
Look and feelp. 66
Brand forces
Brand Dynamicsp. 68
Sustainabilityp. 70
Social mediap. 72
Brand licensingp. 74
Private labelingp. 76
Certificationp. 78
Personal brandingp. 80
Before and after
Mergerp. 82
New namep. 83
Redesignp. 84
Packagingp. 86
presents a universal brand identity process regardless of the project's scope and nature. This section answers the question "Why does it take so long?"
A process for successp. 90
Managing the processp. 92
Measuring successp. 94
Collaborationp. 96
Decision makingp. 98
Insightp. 100
Conducting research
Overviewp. 102
Market researchp. 104
Usabilityp. 106
Marketing auditp. 108
Competitive auditp. 110
Language auditp. 112
Audit readoutp. 114
Clarifying strategy
Overviewp. 116
Narrowing the focusp. 118
Brand briefp. 120
Namingp. 122
Desinging identity
Overviewp. 124
Logotype + signaturep. 126
Colorp. 128
More colorp. 130
Typographyp. 132
Soundp. 134
Motionp. 136
Trial applicationsp. 138
Presentationp. 140
Creating touch points
Overviewp. 142
Trademark processp. 144
Letterheadp. 146
Business cardp. 148
Collateralp. 150
Websitep. 152
Faviconsp. 154
Signagep. 156
Product designp. 158
Packaingp. 160
Advertisingp. 162
Environmentsp. 164
Vehiclesp. 166
Uniformsp. 168
Ephemerap. 170
Managing assets
Managing assets
Overviewp. 172
Changing brand identityp. 174
Launching brand identityp. 176
Building brand championsp. 178
Internal design teamsp. 180
Brand booksp. 182
Standards contentp. 184
Standards + guidelinesp. 186
Online branding toolsp. 188
Reproduction filesp. 190
Global metricsp. 192
Best Practices
showcases best practices: Local and global, public and private, these projects inspire and examplity original flexible, lasting solution.
ACLUp. 196
Amazon.comp. 198
Apotekp. 200
Assurantp. 202
Aveda Urukup. 204
Beelinep. 206
BPp. 208
California Academy of Sciencesp. 210
Cerealityp. 212
Chambers Groupp. 214
City Church Eastsidep. 216
Coca-Colap. 218
Eimer Stahlp. 220
FedExp. 222
Fengp. 224
FORA.tvp. 226
GEp. 228
Good Housekeeping Sealp. 230
Heavy Bubblep. 232
Herman Millerp. 234
Hot Wheelsp. 236
HPp. 238
IUNI Educationalp. 240
Kort & Godtp. 242
Laura Zindelp. 244
Library of Congressp. 246
MoMAp. 248
The New Schoolp. 250
NIZUCp. 252
Obamap. 254
Olympic Gamesp. 256
Park Angelsp. 258
PNC Virtual Walletp. 260
Presbyterian Churchp. 262
Preferredp. 264
(RED)p. 266
Saks Fifth Avenuep. 268
SugarFISHp. 270
Supermanp. 272
Tatep. 274
Thomas Jefferson's Poplar Forestp. 276
TiVop. 278
Unileverp. 280
Vanguard ETFsp. 282
Velfinap. 284
Vuelingp. 286
The Wild Centerp. 288
Xohmp. 290
Bibliographyp. 292
Indexp. 294
About the authorp. 310
Table of Contents provided by Ingram. All Rights Reserved.


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