The Resource Designing brand identity : an essential guide for the whole branding team, Alina Wheeler

Designing brand identity : an essential guide for the whole branding team, Alina Wheeler

Label
Designing brand identity : an essential guide for the whole branding team
Title
Designing brand identity
Title remainder
an essential guide for the whole branding team
Statement of responsibility
Alina Wheeler
Title variation
Essential guide for the whole branding team
Creator
Subject
Language
eng
Summary
"A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand. From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands. Features more than 30 all-new case studies showing best practices. Updated to include more than 35 percent new material. Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity"--
Additional physical form
Also available online (Table of contents)
Cataloging source
DLC
Dewey number
658.8/27
Illustrations
illustrations
Index
index present
LC call number
HD69.B7
LC item number
W44 2013
Literary form
non fiction
Nature of contents
bibliography
Label
Designing brand identity : an essential guide for the whole branding team, Alina Wheeler
Publication
Note
Previous ed.: 2009
Bibliography note
Includes bibliographical references and index
http://library.link/vocab/branchCode
  • zbnus
  • mel
  • fro
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type MARC source
rdacontent
Contents
Machine derived contents note: 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 Cross cultures -- 16 Big idea -- 18 Customer experience -- 20 Brand architecture -- 22 Names -- 24 Taglines -- 26 Staying on message -- Brand ideals -- 28 Overview -- 30 Vision -- 32 Meaning -- 34 Authenticity -- 36 Coherence -- 38 Flexibility -- 40 Commitment -- 42 Value -- 44 Differentiation -- 46 Sustainability -- Brand elements -- 48 Brandmarks -- 50 Sequence of cognition -- 52 Wordmarks -- 54 Letterform marks -- 56 Pictorial marks -- 58 Abstract marks -- 60 Emblems -- 62 Dynamic marks -- 64 Characters -- Brand dynamics -- 66 Overview -- 68 Making a difference -- 70 Social media -- 72 Mobile -- 74 Apps -- 76 Touch -- 78 Video -- 80 China -- 82 Private labeling -- 84 Brand licensing -- 86 Certification -- 88 Crisis communications -- 90 Personal branding -- Before and after -- 92 Overview -- 94 Redesign -- 98 Packaging -- Basics -- 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?" -- Part 3 showcases best practices. -- Local and global, public and private, these projects inspire and exemplify original, flexible, lasting solutions. -- Process basics -- 102 A process for success -- 104 Managing the process -- 106 Measuring success -- 108 Collaboration -- 110 Decision making -- 112 Intellectual property -- 114 Design management -- Phase 1 Conducting research -- 116 Overview -- 118 Insight -- 120 Market research -- 122 Usability testing -- 124 Marketing audit -- 126 Competitive audit -- 128 Language audit -- 130 Audit readout -- Phase 2 Clarifying strategy -- 132 Overview -- 134 Narrowing the focus -- 136 Positioning -- 138 Brand brief -- 140 Naming -- 142 Renaming -- Phase 3 Designing identity -- 144 Overview -- 146 Logotype + signature -- 148 Look and feel -- 150 Color -- 152 More color -- 154 Typography -- 156 Sound -- 158 Animation -- 160 Trial applications -- 162 Presentation -- Phase 4 Creating touchpoints -- 164 Overview -- 166 Website -- 168 Favicons -- 170 Correspondence -- 172 Business card -- 174 Collateral -- 176 Signage -- 178 Product design -- 180 Packaging -- 182 Advertising -- 184 Environments -- 186 Vehicles -- 188 Uniforms -- 190 Ephemera -- Phase 5 Managing assets -- 192 Overview -- 194 Changing brand identity -- 196 Launching brand identity -- 198 Building brand champions -- 200 Brand books -- 202 Standards + guidelines -- 204 Standards content -- 206 Online branding tools -- 208 Reproduction files -- 212 Achc -- 214 Aclu -- 216 Adobe Community SwApp -- 218 Aether Apparel -- 220 Amazon.com -- 222 Beeline -- 224 Bela UniaƵ -- 226 Beltline Bike Shop -- 228 California Academy of Sciences -- 230 Carnegie Fabrics -- 232 Chatype -- 234 Coca-Cola -- 236 Deloitte -- 238 Everwines -- 240 GE Brand Central -- 242 GE Sponsorship Central -- 244 Global Handwashing Day -- 246 Good Housekeeping Seal -- 248 Healthy Child Healthy World -- 250 Herman Miller -- 252 High Line -- 254 IBM 100 Icons of Progress -- 256 IBM Watson -- 258 Ieper -- 260 Inkling -- 262 Johnson Controls -- 264 Kleenex -- 266 L'Arte del Gelato -- 268 Laura Zindel -- 270 Minnesota Historical Society -- 272 MoMA -- 274 Nizuc -- 276 No More -- 278 Olympic Games -- 280 Peru -- 282 Pnc -- 284 (Red) -- 286 Santos Brasil -- 288 Schoolhouse Electric & Supply Co. -- 290 Slice -- 292 SocialMedia.org -- 294 Spectrum Health System -- 296 Spin! -- 298 Starbucks -- 300 Sugarfish -- 302 Tunerfish -- 304 U by Kotex -- 306 Unstuck -- 308 Vueling -- 310 Willoughby Design Barn -- 312 Wonderopolis -- 314 Biliography -- 316 Index -- 326 About the author -- Case studies
Control code
000049172898
Dimensions
29 cm
Edition
Fourth edition
Extent
x, 326 pages
Isbn
9781118099209
Lccn
2012020851
Media category
unmediated
Media MARC source
rdamedia
Other control number
(YBP)7477244
Other physical details
color illustrations
http://library.link/vocab/recordID
.b29131662
System control number
  • (OCoLC)788247460
  • rm29131662

Library Locations

    • Deakin University Library - Geelong Waterfront CampusBorrow it
      1 Gheringhap Street, Geelong, Victoria, 3220, AU
      -38.143069 144.360403
    • Deakin University Library - Melbourne Burwood CampusBorrow it
      221 Burwood Highway, Burwood, Victoria, 3125, AU
      -37.846510 145.115099
    • Deakin University Library - Geelong Waurn Ponds CampusBorrow it
      75 Pigdons Road, Waurn Ponds, Victoria, 3216, AU
      -38.195656 144.304955
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