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Designing Brand Experience Creating Powerful Integrated Brand Solutions

ISBN-10: 1401848877
ISBN-13: 9781401848873
Edition: 2006
Authors: Robin Landa
List price: $105.95 Buy it from $8.03
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Description: In today?s competitive marketplace, establishing a creative and comprehensive branding program is crucial to achieving business success. This dynamic new book from best-selling author Robin Landa is an all-inclusive guide to generating ideas and  More...

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Book details

List price: $105.95
Copyright year: 2006
Publisher: Delmar Cengage Learning
Publication date: 9/2/2005
Binding: Paperback
Pages: 304
Size: 7.75" wide x 9.75" long x 0.50" tall
Weight: 1.936
Language: English

In today?s competitive marketplace, establishing a creative and comprehensive branding program is crucial to achieving business success. This dynamic new book from best-selling author Robin Landa is an all-inclusive guide to generating ideas and creating brand applications that resonate with an audience. A highly visual examination of each phase of the branding process includes comprehensive coverage of the key brand applications of graphic design and advertising. Readers gain valuable insight into the art of designing individual brand applications?brand identity, promotional design, identification graphics, web sites, advertising, and unconventional/guerilla formats, among others?while benefiting from the thoughtful commentary and full-color branding work of award-winning designers and creative directors worldwide.

Foreword
Preface
A Brief Overview of the History of Branding
Showcase: Heinz
Showcase: Ivory Soap
Showcase: Campbell's Soup
Showcase: Trix 1954-1991
Showcase: Historic Ad Council Campaigns
Strategy
What is Branding?
What is a Brand?
What is Branding? What is a Brand Experience?
Case Study from Liska + Associates: Northwestern Nasal + Sinus
What are the Types of Branding?
Who Creates Brand Experiences?
Case Study from Mustoes: Penguin Books
The Branding Process
Strategy
Concept
Applications
Implementation
Case Study from Liska + Associates: Racine Art Museum
Concepts
Formulating Relevant Branding Concepts
Know Your Audience
Finding the Concept
Brand Constructs: Strategic Advantages
Defining a Construct
Delivering the Brand Promise
Branding Construct Approaches
Case Study from Sandstrom Design: Converse
Creative Brief from The Richards Group: Motel 6
Case Study from KesselsKramer: Ben
Historical Case Study: Betty Crocker
Design
On Designing
Designing with Sense and Sensibility
Case Study from Liska + Associates: Hotel 71
Considerations When Designing
Case Study from Blackburn's Ltd.: Lipovitan
Case Study from Pentagram: EAT
Designing an Application for an Existing Brand
Case Study from Hornall Anderson Design Works: Seattle SuperSonics
Designing on a Tight Budget
Designing Visual Language Elements of the Brand Identity
Naming a Brand
Case Study from Pentagram: Joyco
Designing a Logo
Case Study from Sibley Peteet Design: O's Campus Cafe
Case Study from Mattmo Concept/Design: Yumi
Taglines
Case Study from Sandstrom Design: noodlin'
Designing Brand Identity Applications: Identification Graphics
Stationery
Business Card
Branded Environments and Signage
Packaging
Case Study from Doyle Partners: Martha Stewart Everyday
Designing Brand Identity Applications: Advertising and Promotional Design
Advertising the Brand
Case Study from The Richards Group: Chick-fil-A
Promotional Design
Digital Advertising and Promotional Design
Behind the Brand
Design Management: Commitment to the Brand by Denise Anderson
Case Study from Olson: Minnesota Wild
Case Study from Mustoes: Confetti.co.uk
Case Study from VSA Partners, Inc.: Cingular
Case Study from Mires: Arena Stage
Case Study from Renegade Marketing Group: Panasonic
The Ethics of Branding
What are the Ethics of Branding?
Glossary
Suggested Bibliography
Subject Index
Brands, Groups, Creative Professionals, Agencies, and Studios Index

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