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Designing Brand Identity Alina Wheeler

Designing Brand Identity von Alina Wheeler

Designing Brand Identity Alina Wheeler

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Wie Neu

Zusammenfassung

From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Third Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity.

Designing Brand Identity Zusammenfassung

Designing Brand Identity: An Essential Guide for the Whole Branding Team Alina Wheeler

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

Designing Brand Identity Bewertungen

"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) "We will be reading the book together as a company, and you should stoop and buy one now." (matchstic.com, August 25, 2009)

Über Alina Wheeler

Alina Wheeler engages enterprises in a dynamic process to build their brands and embrace best practices. Wheeler inspires the whole branding team to seize every opportunity to design compelling customer experiences. Wheeler is passionate about her subject, and speaks to groups large and small around the world, from Beijing to Bucharest.

Inhaltsverzeichnis

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.

Zusätzliche Informationen

GOR009368096
9780470401422
0470401427
Designing Brand Identity: An Essential Guide for the Whole Branding Team Alina Wheeler
Alina Wheeler
Gebraucht - Wie Neu
Gebundene Ausgabe
John Wiley and Sons Ltd
2009-09-10
320
N/A
Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.
Das Buch wurde gelesen, ist aber in gutem Zustand. Alle Seiten sind intakt, der Einband ist unversehrt. Leichte Gebrauchsspuren am Buchrücken. Das Buch wurde gelesen, sieht jedoch noch wie neu aus. Der Bucheinband weist keine sichtbaren Gebrauchsspuren auf. Gegebenenfalls ist auch ein Schutzumschlag verfügbar. Keine fehlenden oder beschädigten Seiten, keine Risse, eventuell minimale Knicke, keine unterstrichenen oder markierten Textstellen, keine beschrifteten Ränder.