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| How To Use This Book | |
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| Introduction | |
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| Glossary | |
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| Defining Branding | |
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| Introduction | |
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| The Anatomy of Consumer Goods | |
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| Brand History | |
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| Defining Branding | |
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| Defining Effective Branding | |
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| Why is Branding Important? | |
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| Wolff Olins | |
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| How Brands Are Made | |
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| Introduction | |
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| Swotting Up | |
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| The Vision Thing | |
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| Brand Families | |
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| Understanding the Process | |
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| Brand Creation Scenarios | |
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| Brand Families | |
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| Brand Originators | |
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| A Change in Identity | |
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| Mixed Messages | |
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| Chermayeff & Geismar | |
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| National Geographic | |
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| Brand Anatomy: Context, Tone, Style | |
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| Introduction | |
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| PEST Control | |
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| Brand 'Rules' | |
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| Brand Narrative | |
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| Brand Context | |
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| Brand Style | |
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| Brand Tone | |
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| Brand Naming | |
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| IDEO | |
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| Brand Audience | |
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| Introduction | |
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| The Pareto Principle | |
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| The Product Lifecycle (PLC) | |
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| Consumers and the PLC | |
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| The Audience Challenge | |
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| Consumer Attitudes | |
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| Capturing the Audience | |
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| Consumer Dialogue | |
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| Business Brands | |
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| Internal Brand Audiences | |
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| D&AD | |
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| Current Trends in Branding | |
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| Introduction | |
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| Risk and Reward | |
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| Branding in the Context of Trends | |
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| The Individual | |
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| Simplicity | |
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| Less Branding | |
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| More Fun | |
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| Better Service | |
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| Easy Technology | |
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| Responsible Brands | |
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| Branding Countries | |
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| Own Brands | |
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| Personal Branding | |
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| Government Advisor and Author | |
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| Trend Predictor | |
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| Delivering the Brand Experience | |
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| Introduction | |
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| The Marketing Mix-The Four 'P's | |
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| Creating a Brand Experience | |
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| Retail and Public Spaces | |
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| Product Design | |
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| Product Packaging | |
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| Co-branding Partnerships | |
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| Advertising | |
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| Brands and New Technologies | |
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| Global Brands | |
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| Philips Design | |
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| Apple Computer | |
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| Ways of Working | |
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| Introduction | |
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| The Brand Methodology | |
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| Working Structures | |
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| The Client Relationship | |
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| Agencies | |
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| In-house Structures | |
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| The Brand Team | |
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| Why Maintain the Brand? | |
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| Brand Guidelines | |
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| Nike | |
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| Nitsch Design GmbH | |
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| The Future | |
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| Introduction | |
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| Brand Evolution: Where Next? | |
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| What Next for Brands? | |
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| The Human Factor | |
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| The International Outlook | |
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| The Role Model | |
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| The Future Role of the Graphic Designer | |
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| Trends Consultant | |
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| Appendix | |
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| Contributors | |
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| Bibliography & Webography | |
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| Index | |
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| Acknowledgements | |
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| Marketing Theory Contents | |
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| The Anatomy of Consumer Goods | |
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| Swotting Up | |
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| The Vision Thing | |
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| Brand Families | |
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| PEST Control | |
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| The Pareto Principle | |
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| The Product Life Cycle (PLC) | |
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| Consumers and the PLC | |
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| Risk and Reward | |
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| The Marketing Mix-The Four 'P's | |
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| The Brand Methodology | |
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| Brand Evolution: Where Next? | |
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| Interview Contents | |
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| John Williamson, Board Director, Wolff Olins | |
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| Tom Geismar, Designer, Chermayeff & Geismar | |
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| Karen Rice Gardiner, Director of Creative Services, National Geographic | |
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| Ingelise Nielsen, Head of Communications, IDEO | |
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| Michael Hockney, Chief Executive, D&AD | |
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| Simon Anholt, Government Advisor and Author | |
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| Shari Swan, Trend Predictor, Streative Branding | |
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| Stefano Marzano, Chief Executive, Philips Design | |
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| Jonathan Ive, Vice President of Design, Apple Computer | |
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| Mike Tiedy, Creative Director, Brand Design, EMEA, Nike, Europe | |
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| Frank Heemsoth, DHL Account, Nitsch Design GmbH | |
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| Kristina Dryza, Trends Consultant | |