Designing Brand Identity : an essential guide for the whole branding team. / Alina Wheeler. txt

Por:

Wheeler, Alina

Idioma: Español New Jersey : John Wiley & Sons, Inc. , 2009Edición: Third editionDescripción: ix, 310 p. ill. ; (chiefly col.) 29 cmTipo de contenido:

text

Tipo de medio:

unmediaded

Tipo de soporte:

volume

ISBN:

9780470401422

Tema(s):

Clasificación CDD:

658.8/27 22
338

Clasificación LoC:

HD69.B7 W44 2009

Contenidos:

Contents : Brand basics : 2 What is brand? -- 4 What is brand identity? -- 6 What is branding ? 8 Who are stakeholders? -- 10 Why invest? -- 12 Brand strategy -- 14 Positioning -- 16 Big idea -- 18 Customer experience -- 20 Names -- 22 Brand architecture -- 24 Taglines -- 26 Staying on message -- 28 Cross cultures -- Brand identity ideals : 30 Overview -- 32 Vision -- 34 Meaning -- 36 Authenticity -- 38 Differantiation -- 40 Durability -- 42 Coherence -- 44 Flexibility -- 46 Commitment -- 48 Value -- Brand identity elements : 50 brandmarks -- 52 Sequence of cognition -- 54 Wordmarks -- 56 Letterform marks -- 58 Pictorial marks -- 60 Abstract marks -- 62 Emblems -- 64 Characters -- 66 Look and feel -- Brand forces : 68 Brand Dynamics -- 70 Sustainability -- 72 Social media -- 74 Brand licensing -- 76 Private labeling -- 78 Certification -- 80 Personal branding -- Before and after : 82 Merger -- 83 New name -- 84 Redesign -- 86 Packaging -- 90 A process for success -- 92 Managing the process -- 94 Measuring success -- 96 Collaboration -- 98 Decision making -- 100 Insight -- Phase 1 Conducting research : 102 Overview -- 104 Market research -- 106 Usability -- 108 Marketing audit -- 110 Competitive audit -- 112 Language audit -- 114 Audit readout -- Phase 2 Clarifying strategy -- 116 Overview -- 118 Narrowing the focus -- 120 Brand brief -- 122 Naming -- Phase 3 Designing identify -- 124 Overview -- 126 Logotype + signature -- 128 Color -- 130 More color -- 132 Typography -- 134 Sound -- 136 Motion -- 138 Trial applications -- 140 Presentation -- Phase 4 Creating touchpoints -- 142 Overview -- 144 Trademark process -- 146 Letterhead -- 148 Business card -- 150 Collateral -- 152 Website -- 154 Favicons -- 156 Signage -- 158 Product design -- 160 Packaging -- 162 Advertising -- 164 Environments -- 168 Uniforms -- 170 Ephemera -- Phase 5 Managing assets -- 172 Overview -- 174 Changing brand identity -- 176 Launching brand identity -- 178 Building brand champions 180 Internal design teams -- 182 Brand books -- 184 Standards content -- 186 Standards + guidelines -- 188 Online branding 190 Reproduction files -- 192 Global metrics -- 196 ACLU -- 198 Amazon.com -- 200 Apotek -- 202 Assurant -- 204 Aveda Uruku -- 206 Beeline -- 208 BP -- 210 California Academy of Sciences -- 212 Cereality -- 214 Chambers Group -- 216 City Church Eastside -- 218 Coca Cola -- 220 Eimer Stahl -- 222 FedEx -- 224 Feng -- 226 FORA.tv -- 228 GE -- 230 Good Housekeeping Seal -- 232 Heavy Bubble -- 234 Herman Miller -- 236 Hot Wheels -- 238 HP -- 240 IUNI Educational -- 242 Kort & Godt -- 244 Laura Zindel -- 246 Library of Congress -- 248 MoMA -- 250 The New School -- 252 NIZUC -- 254 Obama -- 256 Olympic Games -- 258 Park Angels -- 260 PNC Virtual Wallet -- 262 Presbyterian Church -- 264 Preferred -- 266 (RED) -- 268 Saks Fifth Avenue -- 270 sugarFISH -- 272 Superman -- 274 Tate -- 276 Thomas Jefferson's Poplar Forest -- 278 TiVo -- 280 Unilever -- 282 Vanguard ETFs -- 284 Velfina -- 286 Vueling -- 288 The Wild Center -- 290 Xohm -- 292 Bibliography -- 294 Index -- 310 About the author --

Existencias
Imagen de cubierta	Tipo de ítem	Biblioteca actual	Biblioteca de origen	Colección	Ubicación en estantería	Signatura topográfica	Materiales especificados	Info Vol	URL	Copia número	Estado	Notas	Fecha de vencimiento	Código de barras	Reserva de ítems	Prioridad de la cola de reserva de ejemplar	Reservas para cursos
	Libro	CARIBET Biblioteca Arquitectura Colección General CARIBET				General HD69.B7 W44 2009 (Navegar estantería(Abre debajo))				1	Disponible			91000000022723

Total de reservas: 0

Descripciones mejoradas de Syndetics:

From researching the competition to translating the vision of the CEO, to designing and implementing an integrated brand identity programme, the meticulous development process of designing a brand identity is presented through a highly visible step-by-step approach in five phases.

Includes bibliographical references (p. 292-293) and index.

Contents :
Brand basics :
2 What is brand? --
4 What is brand identity? --
6 What is branding ?
8 Who are stakeholders? --
10 Why invest? --
12 Brand strategy --
14 Positioning --
16 Big idea --
18 Customer experience --
20 Names --
22 Brand architecture --
24 Taglines --
26 Staying on message --
28 Cross cultures --
Brand identity ideals :
30 Overview --
32 Vision --
34 Meaning --
36 Authenticity --
38 Differantiation --
40 Durability --
42 Coherence --
44 Flexibility --
46 Commitment --
48 Value --
Brand identity elements :
50 brandmarks --
52 Sequence of cognition --
54 Wordmarks --
56 Letterform marks --
58 Pictorial marks --
60 Abstract marks --
62 Emblems --
64 Characters --
66 Look and feel --
Brand forces :
68 Brand Dynamics --
70 Sustainability --
72 Social media --
74 Brand licensing --
76 Private labeling --
78 Certification --
80 Personal branding --
Before and after :
82 Merger --
83 New name --
84 Redesign --
86 Packaging --
90 A process for success --
92 Managing the process --
94 Measuring success --
96 Collaboration --
98 Decision making --
100 Insight --
Phase 1 Conducting research :
102 Overview --
104 Market research --
106 Usability --
108 Marketing audit --
110 Competitive audit --
112 Language audit --
114 Audit readout --
Phase 2 Clarifying strategy --
116 Overview --
118 Narrowing the focus --
120 Brand brief --
122 Naming --
Phase 3 Designing identify --
124 Overview --
126 Logotype + signature --
128 Color --
130 More color --
132 Typography --
134 Sound --
136 Motion --
138 Trial applications --
140 Presentation --
Phase 4 Creating touchpoints --
142 Overview --
144 Trademark process --
146 Letterhead --
148 Business card --
150 Collateral --
152 Website --
154 Favicons --
156 Signage --
158 Product design --
160 Packaging --
162 Advertising --
164 Environments --
168 Uniforms --
170 Ephemera --
Phase 5 Managing assets --
172 Overview --
174 Changing brand identity --
176 Launching brand identity --
178 Building brand champions
180 Internal design teams --
182 Brand books --
184 Standards content --
186 Standards + guidelines --
188 Online branding
190 Reproduction files --
192 Global metrics --
196 ACLU --
198 Amazon.com --
200 Apotek --
202 Assurant --
204 Aveda Uruku --
206 Beeline --
208 BP --
210 California Academy of Sciences --
212 Cereality --
214 Chambers Group --
216 City Church Eastside --
218 Coca Cola --
220 Eimer Stahl --
222 FedEx --
224 Feng --
226 FORA.tv --
228 GE --
230 Good Housekeeping Seal --
232 Heavy Bubble --
234 Herman Miller --
236 Hot Wheels --
238 HP --
240 IUNI Educational --
242 Kort & Godt --
244 Laura Zindel --
246 Library of Congress --
248 MoMA --
250 The New School --
252 NIZUC --
254 Obama --
256 Olympic Games --
258 Park Angels --
260 PNC Virtual Wallet --
262 Presbyterian Church --
264 Preferred --
266 (RED) --
268 Saks Fifth Avenue --
270 sugarFISH --
272 Superman --
274 Tate --
276 Thomas Jefferson's Poplar Forest --
278 TiVo --
280 Unilever --
282 Vanguard ETFs --
284 Velfina --
286 Vueling --
288 The Wild Center --
290 Xohm --
292 Bibliography --
294 Index --
310 About the author --

Tabla de contenidos provista por Syndetics

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?(p. 2)
What is brand identity?(p. 4)
What is branding?(p. 6)
Who are stakeholders?(p. 8)
Why invest?(p. 10)
Brand strategy(p. 12)
Positioning(p. 14)
Big idea(p. 16)
Customer experience(p. 18)
Names(p. 20)
Brand architecture(p. 22)
Taglines(p. 24)
Staying on message(p. 26)
Cross Cultures(p. 28)
Brand identity ideals
Overview(p. 30)
Vision(p. 32)
Meaning(p. 34)
Authenticity(p. 36)
Differentiation(p. 38)
Durability(p. 40)
Coherence(p. 42)
Flexibility(p. 44)
Commitment(p. 46)
Value(p. 48)
Brand identity elements
Brand marks(p. 50)
Sequence of cognition(p. 52)
Word marks(p. 54)
Letter form marks(p. 56)
Pictorial marks(p. 58)
Abstract marks(p. 60)
Emblems(p. 62)
Characters(p. 64)
Look and feel(p. 66)
Brand forces
Brand Dynamics(p. 68)
Sustainability(p. 70)
Social media(p. 72)
Brand licensing(p. 74)
Private labeling(p. 76)
Certification(p. 78)
Personal branding(p. 80)
Before and after
Merger(p. 82)
New name(p. 83)
Redesign(p. 84)
Packaging(p. 86)
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(p. 90)
Managing the process(p. 92)
Measuring success(p. 94)
Collaboration(p. 96)
Decision making(p. 98)
Insight(p. 100)
Phase 1 Conducting research
Overview(p. 102)
Market research(p. 104)
Usability(p. 106)
Marketing audit(p. 108)
Competitive audit(p. 110)
Language audit(p. 112)
Audit readout(p. 114)
Phase 2 Clarifying strategy
Overview(p. 116)
Narrowing the focus(p. 118)
Brand brief(p. 120)
Naming(p. 122)
Phase 3 Desinging identity
Overview(p. 124)
Logotype + signature(p. 126)
Color(p. 128)
More color(p. 130)
Typography(p. 132)
Sound(p. 134)
Motion(p. 136)
Trial applications(p. 138)
Presentation(p. 140)
Phase 4 Creating touch points
Overview(p. 142)
Trademark process(p. 144)
Letterhead(p. 146)
Business card(p. 148)
Collateral(p. 150)
Website(p. 152)
Favicons(p. 154)
Signage(p. 156)
Product design(p. 158)
Packaing(p. 160)
Advertising(p. 162)
Environments(p. 164)
Vehicles(p. 166)
Uniforms(p. 168)
Ephemera(p. 170)
Phase 5 Managing assets
Managing assets
Overview(p. 172)
Changing brand identity(p. 174)
Launching brand identity(p. 176)
Building brand champions(p. 178)
Internal design teams(p. 180)
Brand books(p. 182)
Standards content(p. 184)
Standards + guidelines(p. 186)
Online branding tools(p. 188)
Reproduction files(p. 190)
Global metrics(p. 192)
Best Practices
Part 3 showcases best practices: Local and global, public and private, these projects inspire and examplity original flexible, lasting solution.
ACLU(p. 196)
Amazon.com(p. 198)
Apotek(p. 200)
Assurant(p. 202)
Aveda Uruku(p. 204)
Beeline(p. 206)
BP(p. 208)
California Academy of Sciences(p. 210)
Cereality(p. 212)
Chambers Group(p. 214)
City Church Eastside(p. 216)
Coca-Cola(p. 218)
Eimer Stahl(p. 220)
FedEx(p. 222)
Feng(p. 224)
FORA.tv(p. 226)
GE(p. 228)
Good Housekeeping Seal(p. 230)
Heavy Bubble(p. 232)
Herman Miller(p. 234)
Hot Wheels(p. 236)
HP(p. 238)
IUNI Educational(p. 240)
Kort & Godt(p. 242)
Laura Zindel(p. 244)
Library of Congress(p. 246)
MoMA(p. 248)
The New School(p. 250)
NIZUC(p. 252)
Obama(p. 254)
Olympic Games(p. 256)
Park Angels(p. 258)
PNC Virtual Wallet(p. 260)
Presbyterian Church(p. 262)
Preferred(p. 264)
(RED)(p. 266)
Saks Fifth Avenue(p. 268)
SugarFISH(p. 270)
Superman(p. 272)
Tate(p. 274)
Thomas Jefferson's Poplar Forest(p. 276)
TiVo(p. 278)
Unilever(p. 280)
Vanguard ETFs(p. 282)
Velfina(p. 284)
Vueling(p. 286)
The Wild Center(p. 288)
Xohm(p. 290)
Bibliography(p. 292)
Index(p. 294)
About the author(p. 310)

Reseñas proporcionadas por Syndetics

CHOICE Review

The book's subtitle very accurately bills this work as "an essential guide for the whole branding team." Wheeler, a brand consultant, has produced a tool kit loaded with every resource imaginable to build and sustain a powerful branding program. The book is nicely organized into three major sections, beginning with clear, concise descriptions of the basic concepts or building blocks needed to get all members of the branding team on the same page; then the processes by which a branding program becomes a reality; and finally, a collection of 51 case studies that illuminate best practices and serve as models for anyone aspiring to make their brand truly memorable. Best practices are highlighted by the likes of Amazon.com, Coca-Cola, Good Housekeeping, Kleenex, and Starbucks. The volume is excellent throughout, but particularly praiseworthy are a section on marketing research as the pillar of a sound brand identity program as well as one that presents a series of guidelines for managing brand assets. Those two activities represent the foundation of a winning brand identity program. In sum, this book offers an excellent description and analysis of every step along the path to a winning brand identity program. Summing Up: Highly recommended. All levels of undergraduate and marketing graduate students; researchers; practitioners. N. A. Govoni Babson College

Notas de autor provistas por Syndetics

Alina Wheeler applies her strategic imagination and process management skills to revitalize brands for Fortune 100 companies, entrepreneurial ventures, and nonprofits.

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