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Designing Brand Identity A Complete Guide to Creating, Building, and Maintaining Strong Brands

ISBN-10: 0471213268
ISBN-13: 9780471213260
Edition: 2003
Authors: Alina R. Wheeler
List price: $39.95
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Description: From researching the competition to translating the vision of the CEO to designing and implementing an integrated brand identity programme, the meticulous development process of designing a brand identity is presented through a highly visible  More...

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Book details

List price: $39.95
Copyright year: 2003
Publisher: John Wiley & Sons, Incorporated
Publication date: 2/4/2003
Binding: Hardcover
Pages: 248
Size: 9.00" wide x 11.25" long x 1.00" tall
Weight: 2.134
Language: English

From researching the competition to translating the vision of the CEO to designing and implementing an integrated brand identity programme, the meticulous development process of designing a brand identity is presented through a highly visible step-by-step approach in five phases.

Perception
Introduction
What is a brand?
What is brand identity?
Why does it work?
When it is needed?
Who creates it?
Why invest in brand identity?
Brand Identity Ideals
Intro
Vision
Meaning
Authenticity
Differentiation
Sustainability
Coherence
Flexibility
Commitment
Value
Brand Identity Fundamentals
Brand strategy
Positioning
Brand architecture
Names
Taglines
Brandmarks overview
Wordmark
Letterform
Pictorial
Abstract
Process
A process for success
Managing the process
Managing decisions
Research and Analysis
Understanding the business
Using market research tools
Customer insight
Competitive audit
Internal audit
Creating Strategy
Clarifying brand strategy
Narrowing the focus
The big idea
Brand identity brief
Naming
Designing Brand Identity
Designing symbols
Logotype + signature design
Color
More color
Typography
Trial applications
Presentation
Building Brand Identity
Introduction to applications
Trademark process
Letterhead
Business card
Brochure
Packaging
Website
Signage
Interior + exterior
Vehicles
Uniforms
Ephemera
Managing Assets
Intro to managing assets
Changing brand identity
Launching brand identity
Branding tools
Standards content
In-house design
Building brand champions
Reproduction files
Practice
Case Studies
Evolution
Tate
FedEx
Brooklyn Academy of Music
Amazon.com
Harley-Davidson
Chicago GSB
Presbyterian Church
The Franklin Institute Science Museum
Zoom
Mobil
Census 2000
Merger
BP
Cingular
Citi
Pharmacia
Bank of America
Creating the New
Sanctum
Tazo
Martha Stewart
92
White House Conference for Children
Center City District
Foodsource
Appendices
Origins of Brand Identity
Global Metrics
Bibliography
Index

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