Designing Brand Identity An Essential Guide for the Whole Branding Team

ISBN-10: 0470401427

ISBN-13: 9780470401422

Edition: 3rd 2010

List price: $45.00
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Description: "An inspiring and powerful toolkit." The Marketer on Designing Brand Identity, Second EditionFrom research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Third Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new cases studies showcasing successful world-class brands, this Third Edition brings readers up to date with examinations of emerging new concepts in branding and trends such as social networks and blogs.Alina Wheeler (Philadelphia, PA) applies her strategic imagination to help build brands, create new identities, and design brand-identity programs for Fortune 100 companies, entrepreneurial ventures, foundations, and cities.

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Book details

List price: $45.00
Edition: 3rd
Copyright year: 2010
Publisher: John Wiley & Sons, Incorporated
Publication date: 8/31/2009
Binding: Hardcover
Pages: 320
Size: 8.75" wide x 1.25" long x 0.75" tall
Weight: 3.102
Language: English

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?
What is brand identity?
What is branding?
Who are stakeholders?
Why invest?
Brand strategy
Positioning
Big idea
Customer experience
Names
Brand architecture
Taglines
Staying on message
Cross Cultures
Brand identity ideals
Overview
Vision
Meaning
Authenticity
Differentiation
Durability
Coherence
Flexibility
Commitment
Value
Brand identity elements
Brand marks
Sequence of cognition
Word marks
Letter form marks
Pictorial marks
Abstract marks
Emblems
Characters
Look and feel
Brand forces
Brand Dynamics
Sustainability
Social media
Brand licensing
Private labeling
Certification
Personal branding
Before and after
Merger
New name
Redesign
Packaging
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 success
Managing the process
Measuring success
Collaboration
Decision making
Insight
Conducting research
Overview
Market research
Usability
Marketing audit
Competitive audit
Language audit
Audit readout
Clarifying strategy
Overview
Narrowing the focus
Brand brief
Naming
Desinging identity
Overview
Logotype + signature
Color
More color
Typography
Sound
Motion
Trial applications
Presentation
Creating touch points
Overview
Trademark process
Letterhead
Business card
Collateral
Website
Favicons
Signage
Product design
Packaing
Advertising
Environments
Vehicles
Uniforms
Ephemera
Managing assets
Managing assets
Overview
Changing brand identity
Launching brand identity
Building brand champions
Internal design teams
Brand books
Standards content
Standards + guidelines
Online branding tools
Reproduction files
Global metrics
Best Practices
showcases best practices: Local and global, public and private, these projects inspire and examplity original flexible, lasting solution.
ACLU
Amazon.com
Apotek
Assurant
Aveda Uruku
Beeline
BP
California Academy of Sciences
Cereality
Chambers Group
City Church Eastside
Coca-Cola
Eimer Stahl
FedEx
Feng
FORA.tv
GE
Good Housekeeping Seal
Heavy Bubble
Herman Miller
Hot Wheels
HP
IUNI Educational
Kort & Godt
Laura Zindel
Library of Congress
MoMA
The New School
NIZUC
Obama
Olympic Games
Park Angels
PNC Virtual Wallet
Presbyterian Church
Preferred
(RED)
Saks Fifth Avenue
SugarFISH
Superman
Tate
Thomas Jefferson's Poplar Forest
TiVo
Unilever
Vanguard ETFs
Velfina
Vueling
The Wild Center
Xohm
Bibliography
Index
About the author
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