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Designing brand identity: a complete guide to creating, building and maintaining strong brands

Author: Wheeler, Alina Publisher: Wiley, 2006.Edition: 2nd ed.Language: EnglishDescription: 280 p. : Ill./Photos ; 28 cm.ISBN: 0471746843 ; 9780471746843Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print NC1000 .W44 2006
(Browse shelf)
001208226
Available 001208226
Total holds: 0

Includes bibliographical references and index

Digitized

Designing Brand Identity A complete guide to creating, building and maintaining strong brands Contents All subject matter is organized by spread for easy accessibility. Perception Part 1 illuminates the difference between brand and brand identity, and what it takes to be the best. It's easy to bypass the fundamentals in the speed of a new project, and critical to establish a shared vocabulary the entire branding team. 2 Identity Designing Brand Identity is an essential reference book. It describes a disciplined process to create and implement an effective brand identity. Its goals are to establish a common process and shared vocabulary for the entire branding team, and to support best practices. 4 What is a brand? 6 What is brand identity? 8 Why does it work? 10 When is it needed? 12 Who creates it? 14 Why invest in brand identity Brand identity ideals 16 Overview 18 Vision 20 Meaning 22 Authenticity 24 Differentiation 26 Sustainability 28 Coherence 30 Flexibility 32 Commitment 34 Value Brand identity fundamentals 36 Brand strategy 38 Positioning 40 Customer experience 42 Brand architecture 44 Cross cultures 46 Staying on message 48 Names 50 Taglines 52 Brandmarks overview 54 Redesign 56 Wordmarks 58 Letterform marks 60 Pictorial marks 62 Abstract marks 64 Emblems 66 Characters 68 Look and feel Process Practice Part 2 presents a universal identity process that underlies all successful brand identity initiatives, regardless of the project's scope and nature. This section answers the question "Why does it take so long?" and addresses collaboration and lasting solutions. decision making. 72 A process for success 74 Managing the process 76 Collaboration 78 Managing decisions 80 Insight Phase 1 Conducting research 82 Understanding the business 84 Market research 86 Marketing audit 88 Competitive audit 90 Stakeholder audit 92 Language audit 94 Audit readout Phase 2 Clarifying strategy 96 Clarifying brand strategy 98 Narrowing the focus 100 The big idea 102 Brand brief + creative brief 104 Naming Phase 4 Creating touchpoints 124 Overview 126 Trademark process 128 Letterhead 130 Business card 132 Brochure 134 Packaging 136 Website 138 Signage 140 Advertising 142 Environments 144 Vehicles 146 Uniforms 148 New media 150 Ephemera Phase 5 Managing assets 152 Overview 154 Changing brand identity 156 Launching brand identity 158 Measuring success 160 Building brand champions 162 Internal design teams 164 Brand books Phase 3 Designing identity 106 Designing symbols 108 Logotype + signature 110 Color 112 More color 114 Typography 116 Sound 118 Motion 120 Trial applications 122 Presentation 166 Standards content 168 Standards + guidelines 170 Online branding tools 172 Reproduction files 174 Global metrics Part 3 showcases best practices. Local and global, public and private, these highly successful projects, created by branding firms, design consultancies and in-house creative teams, inspire and exemplify original, flexible, Case studies 178 Amazon.com 180 ACLU 182 American Girl Place 184 Assurant 186 Atlanta 1996 Centennial Olympic Games 188 Aveda Japan 190 Aveda Uruku 192 Bahamas 194 Bank of New York 196 BP 198 Center City District 200 Cereality 202 Chambers Group 204 Chicago GSB 206 Cingular Wireless 208 Citi 210 Columbus Salame 212 Dosirak 214 Dummies 216 Eimer Stahl 218 FedEx 220 FedEx Kinko's 222 Find Great People 224 The Franklin Institute 226 Kort and Godt 228 Late July 230 Martha Stewart 232 Mini Cooper 234 Monogram Biosciences 236 Mutual of Omaha 238 The New School 240 Olympic Games 242 Parkinson's Disease Foundation 244 Presbyterian Church 246 Princeton Athletics 248 Radio Free Europe/ Radio Liberty 250 Superman 252 Tate 254 Tazo 256 TiVo 258 Unilever 260 Vanguard 262 Velfina 264 The Wild Center 266 Zoom 268 Origins of brand identity 270 Bibliography 272 Index 280 About the author

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