Designing Brand Identity An Essential Guide for the Whole Branding Team

Name: Designing Brand Identity An Essential Guide for the Whole Branding Team
Price: 6.76 USD
Availability: InStock
ISBN: 9781118099209

ISBN-10: 1118099206

ISBN-13: 9781118099209

Edition: 4th 2013

Authors: Alina Wheeler

List price: $54.00

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Description:

"Writers have The Elements of Style. Managers have The Effective Executive. Chairpeople have Robert's Rules of Order. And now brand-builders have Designing Brand Identity. If you have (or would like to have) responsibility for managing, measuring, critiquing, or designing a brand, you've found your bible. And if you already own the first or second edition, you'll want to upgrade to the third. What I find most remarkable is that, aside from the thorough and relevant content, the design of the book is everything you'd expect from a top brand designer--and so seldom get. A classic." Marty Neumeier, author of The Designful Company, September 2009 "Returning with a third edition is the branding…

Book details

List price: $54.00
Edition: 4th
Copyright year: 2013
Publisher: John Wiley & Sons Canada, Limited
Publication date: 11/6/2012
Binding: Hardcover
Pages: 336
Size: 8.66" wide x 11.22" long x 0.93" tall
Weight: 2.794
Language: English



Brand Basics


What is brand?


What is brand identity?


What is branding?


Who are stakeholders?


Why invest?


Insight


Brand strategy


Positioning


Big idea


Customer experience


Names


Brand architecture


Taglines


Staying on message


Cross culture Brand Ideals


Overview


Vision


Meaning


Authenticity


Coherence


Flexibility


Commitment


Value


Differentiation


Durability Brand elements


Brandmarks


Sequence of cognition


Wordmarks


Letterform marks


Pictorial marks


Abstract marks


Emblems


Characters


Look and feel Brand forces


Overview


Make a difference


Social media


Apps


Touch


Video


Art and Science


China


Brand licensing


Private labeling


Certification


Crisis Communications


Personal branding Before and after


Private label


Redesign


Packaging Process basics


A process for success


Managing the process


Measuring success


Collaboration


Decision making


Intellectual property Phase


Conducting research


Overview


Market research


Usability


Marketing audit


Competitive audit


Language audit


Audit readout


Phase 2


Overview


Narrowing the focus


Brand brief


Naming


Renaming Phase


Designing identity


Overview


Logotype + signature


Color


More color


Typography


Sound


Animation


Trial applications


Presentation Phase


Creating touchpoints


Overview


Trademark process


Letterhead


Business card


Collateral


Website


Favicons


Signage


Product design


Packaging


Advertising


Environments


Vehicles


Uniforms


Ephemera Phase


Managing assets


Overview


Changing brand identity


Launching brand identity


Building brand champions


Internal design teams


Brand books


Standards content


Standards + guidelines


Online branding tools


Reproduction files


Global metrics


Case studies