04561nam a22003857a 4500 pucpr 20250123150739.0 030910s2006 njua bi 001 0 eng 2005056961 GBA604074 bnb 013354420 Uk 0471746843 cloth 9780471746843 cloth (OCoLC)ocm62282713 pucpr eng pucpr pucpr rda pcc CARIBET HD69.B7 W44 2006 658.8/27 22 Wheeler, Alina 290598 Designing Brand Identity : a complete guide to creating, building and maintaining strong brands. / Alina Wheeler. txt Second edition New Jersey : Canada : John Wiley & Sons, Inc. , 2006. vii, 280 p. col. ill. ; 29 cm. book rdacontent text txt rdamedia unmediaded n rdacarrier volume nc Includes bibliographical references (p. 270-271) and index. Contents : 2 Identity -- 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 -- 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 3 Designing identify : 106 Designing symbols -- 108 Logotype + signature -- 110 Color -- 112 More Color -- 114 Typography -- 116 Sound -- 118 Motion -- 120 Trial applications -- 122 Presentation -- 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 -- 166 Standards content -- 168 Standards + guidelines -- 170 Online branding tools -- 172 Reproduction files -- 174 Global metrics -- 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 & 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 Prebyterian Church -- 246 Princetoon 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 -- Brand name products 64903 Local Advertising Brand name products. 47734 LEMB Trademarks Design. 180992 Local Branding (Marketing) 204258 Local lcc 6 Second edition HD69.B7 General W44 2006 215132 215132 0 0 lcc 0 0 4 4 33 2009-09-04 amazon 70.25 445157 1 General HD69.B7 W44 2006 91000000003376 2017-12-07 00:00:00 2017-11-30 1 70.25 2009-09-04 6