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Designing Brand Identity An Essential Guide for the Whole Branding Team

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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 bible that is widely regarded as the absolute best, most comprehensive, most successful, and most effective book to use as a reference when creating a brand and brand identity, Designing Brand Identity. Very thorough and to the point, Wheeler's guide takes one through the process of developing, implementing, disseminating, and maintaining a brand identity for a company, organization, or group and give them an edge in the marketplace."San Francisco Book Review, January 25, 2010
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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: 8.75" wide x 11.25" long x 1.00" tall
Weight: 2.992
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