Designing Brand Identity An Essential Guide for the Whole Branding Team

Name: Designing Brand Identity An Essential Guide for the Whole Branding Team
Price: 3.97 USD
Availability: InStock
ISBN: 9780470401422

ISBN-10: 0470401427

ISBN-13: 9780470401422

Edition: 3rd 2010

Authors: Alina Wheeler, Wheeler

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…

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: 2.794
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