an essential guide for the whole branding team Wheeler, Alina creator text bibliography nju 2009 Third edition monographic eng spa

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ix, 310 p. ill. ; (chiefly col.) 29 cm. 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 -- Alina Wheeler. Includes bibliographical references (p. 292-293) and index. Brand name products Advertising Brand name products Trademarks Design Branding (Marketing) Design Graphic Arts HD69.B7 W44 2009 658.8/27 338 9780470401422 2009018429 pucpr 040411 20250123103236.0 eng