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

ISBN-10: 0471746843
ISBN-13: 9780471746843
Edition: 2nd 2006 (Revised)
Authors: Alina Wheeler
List price: $45.00
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Description: An innovative approach blending practicality and creativity-now in full-color From translating the vision of a CEO and conducting research, through designing a sustainable identity program and building online branding tools, Designing Brand  More...

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Book details

List price: $45.00
Edition: 2nd
Copyright year: 2006
Publisher: John Wiley & Sons, Incorporated
Publication date: 3/10/2006
Binding: Hardcover
Pages: 288
Size: 8.75" wide x 11.25" long x 0.75" tall
Weight: 2.816
Language: English

An innovative approach blending practicality and creativity-now in full-color From translating the vision of a CEO and conducting research, through designing a sustainable identity program and building online branding tools, Designing Brand Identity helps companies create stronger brands by offering real substance. With an easy style, step-by-step considerations, and a proven, universal five-phase process and methodology for creating and implementing effective brand identity, it offers the tools that brand managers, marketers, and designers need when creating or managing a brand. The new edition now includes a wealth of full-color examples and updated case studies for world-class brands such as BP, Bank of America, Harley- Davidson, Tazo Tea, and Mini Cooper. 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.

Perception
Identity
What is a brand?
What is brand identity?
Why does it work?
When is it needed?
Who creates it?
Why invest in brand iden
Brand identity ideals
Overview
Vision
Meaning
Authenticity
Differentiation
Sustainability
Coherence
Flexibility
Commitment
Value
Brand identity fundamental
Brand strategy
Positioning
Customer experience
Brand architecture
Cross cultures
Staying on message
Names
Taglines
Brandmarks overview
Redesign
Wordmarks
Letterform marks
Pictorial marks
Abstract marks
Emblems
Characters
Look and feel
Process
A process for success
Managing the process
Collaboration
Managing decisions
Insight
Conducting research
Understanding the business
Market research
Marketing audit
Competitive audit
Stakeholder audit
Language audit
Audit readout
Clarifying strategy
Clarifying brand strategy
Narrowing the focus
The big idea
Brand brief + creative brief
Naming
Designing identity
Designing symbols
Logotype + signature
Color
More color
Typography
Sound
Motion
Trial applications
Presentation
Creating touchpoints
Overview
Trademark process
Letterhead
Business card
Brochure
Packaging
Website
Signage
Advertising
Environments
Vehicles
Uniforms
New media
Ephemera
Managing assets
Overview
Changing brand identity
Launching brand identity
Measuring success
Building brand champions
Internal design teams
Brand books
Standards content
Standards + guidelines
Online branding tools
Reproduction files
Global metrics
Practice
Case studies
Amazon.com
ACLU
American Girl Place
Assurant
Atlanta 1996 Centennial Olympic Games
Aveda Japan
Aveda Uruku
Bahamas
Bank of New York
BP
Center City District
Cereality
Chambers Group
Chicago GSB
Cingular Wireless
Citi
Columbus Salame
Dosirak
Dummies
Eimer Stahl
FedEx
FedEx Kinko's
Find Great People
The Franklin Institute
Kort & Godt
Late July
Martha Stewart
Mini Cooper
Monogram Biosciences
Mutual of Omaha
The New School
Olympic Games
Parkinson's Disease Foundation
Presbyterian Church
Princeton Athletics
Radio Free Europe/Radio Liberty
Superman
Tate
Tazo
TiVo
Unilever
Vanguard
Velfina
The Wild Center
Zoom
Origins of brand identity
Bibliography
Index
About the author

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