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

Name: Designing Brand Identity A Complete Guide to Creating, Building, and Maintaining Strong Brands
Price: 4.21 USD
Availability: InStock
ISBN: 9780471746843

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 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…

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: 2.486
Language: English



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