Designing brand identity : a complete guide for the entire branding team
著者
書誌事項
Designing brand identity : a complete guide for the entire branding team
John Wiley & Sons, c2009
3rd ed.
- : cloth
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注記
Includes bibliographical references (p. 292-293) and index
内容説明・目次
内容説明
Praise for previous editions of Designing Brand Identity (Wall Street Journal, Best-Seller, Spotlight 1/23/2011): "An inspiring and powerful toolkit." -The Marketer "Alina Wheeler provides a practical structure for the brand building process." -Al Ries, coauthor, Positioning "Wheeler's book offers a cogent description of how strategy and design meet in the real world among world-class companies." -Marty Neumeier, author, The Brand Gap "A valued reference book for all members of the branding team." -Communication Arts
目次
Basic. Part 1: Presents the fundamental concepts needed to jumpstart the brand identity process and create a shared vocabulary for the entire team. Brand basics. What is brand? What is brand identity? What is branding? Who are stakeholders? Why invest? Brand strategy Positioning. Big idea. Customer experience. Names. Brand architecture. Taglines. Staying on message. Cross cultures. Brand identity ideals. Overview. Vision. Meaning. Authenticity. Differentiation. Durability. Coherence. Flexibility. Commitment. Value. Brand identity elements. Brandmarks. Sequence of cognition. Wordmarks. Letterform marks. Pictorial marks. Abstract marks. Emblems. Characters. Look and feel. Brand forces. Brand Dynamics. Sustainability. Social media. Brand licensing. Private labeling. Certification. Personal branding. Before and after. Merger New name Redesign Packaging. Process. Part 2: presents a universal brand identity process regardless of the project's scope and nature. This section answers the question "Why does it take so long?" A process for success. Managing the process. Measuring success. Collaboration. Decision making. Insight. Phase 1: Conducting research. Overview. Market research. Usability. Marketing audit. Competitive audit. Language audit. Audit readout. Phase 2: Clarifying strategy. Overview. Narrowing the focus. Brand brief. Naming. Phase 3: Designing identity. Overview. Logotype + signature. Color. More color. Typography. Sound. Motion. Trial applications. Presentation. Phase 4: Creating touchpoints. Overview. Trademark process. Letterhead. Business card. Collateral. Website. Favicons. Signage. Product design. Packaging. Advertising. Environments. Vehicles. Uniforms. Ephemera. Phase 5: 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. Best Practices. Part 3: showcases best practices. Local and global, public and private, these projects inspire and exemplify original, flexible, lasting solutions. ACLU. Amazon.com. Apotek. Assurant. Aveda Uruku. Beeline. BP. California Academy of Sciences. Cereality. Chambers Group. City Church Eastside. Coca-Cola. Eimer Stahl. FedEx. Feng. FORA.tv. GE. Good Housekeeping Seal. Heavy Bubble. Herman Miller. Hot Wheels. HP. IUNI Educacional. Kort & Godt. Laura Zindel. Library of Congress. MoMA. The New School. NIZUC. Obama. Olympic Games. Park Angels. PNC Virtual Wallet. Presbyterian Church. Preferred. (RED). Saks Fifth Avenue. sugarFISH. Superman. Tate. Thomas Jefferson's Poplar Forest. TiVo. Unilever. Vanguard ETFs. Velfina. Vueling. The Wild Center. Xohm. Bibliography. Index. About the author.
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