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

• Record Nr.: UNINA9910818774903321
• Autore: Wheeler Alina
• Pubbl/distr/stampa: Hoboken, N.J., : John Wiley & Sons, Inc., 2013
• ISBN: 1-283-70041-7; 1-118-41874-3
• Edizione: [4th ed.]
• Descrizione fisica: x, 325 p. : ilustraciones a color
• Classificazione: DES007000
• Disciplina: 658.8/27
• Soggetti: Brand name products; Branding (Marketing); Trademarks - Design; Advertising - Brand name products
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Intro -- Contents -- Part 1: Basics -- What is brand? -- What is brand identity? -- What is branding? -- Who are stakeholders? -- Why invest? -- Brand strategy -- Cross cultures -- Big idea -- Customer experience -- Brand architecture -- Names -- Taglines -- Staying on message -- Brand ideals: Overview -- Vision -- Meaning -- Authenticity -- Coherence -- Flexibility -- Commitment -- Value -- Differentiation -- Sustainability -- Brandmarks -- Sequence of cognition -- Wordmarks -- Letterform marks -- Pictorial marks -- Abstract marks -- Emblems -- Dynamic marks -- Characters -- Brand dynamics: Overview -- Making a difference -- Social media -- Mobile -- Apps -- Touch -- Video -- China -- Private labeling -- Brand licensing -- Certification -- Crisis communications -- Personal branding -- Before and after: Overview -- Redesign -- Packaging -- Part 2: Process -- A process for success -- Managing the process -- Measuring success -- Collaboration -- Decision making -- Intellectual property -- Design management -- Conducting research: Phase 1 overview -- Insight -- Market research -- Usability testing -- Marketing audit -- Competitive audit -- Language audit -- Audit readout -- Clarifying strategy: Phase 2 overview -- Narrowing the focus -- Positioning -- Brand brief -- ; Naming -- Renaming -- Designing identity: Phase 3 overview -- Logotype + signature -- Look and feel -- Color -- More color -- Typography -- Sound -- Animation -- Trial applications -- Presentation -- Creating touchpoints: Phase 4 overview -- Website -- Favicons -- Correspondence -- Business card -- Collateral -- Signage -- Product design -- Packaging -- Advertising -- Environments -- Vehicles -- Uniforms -- Ephemera -- Managing assets: Phase 5 overview -- Changing brand identity -- Launching brand identity -- Building brand champions -- Brand books -- Standards + guidelines.; Standards content -- Online branding tools -- Reproduction files -- Part 3: Best Practices -- ACHC -- ACLU -- Adobe Community SwApp -- Aether Apparel -- Amazon.com -- Beeline -- Bela União -- Beltline Bike Shop -- California Academy of Sciences -- Carnegie Fabrics -- Chatype -- Coca-Cola -- Deloitte -- Everwines -- GE Brand Central -- GE Sponsorship Central -- Global Handwashing Day -- Good Housekeeping Seal -- Healthy Child Healthy World -- Herman Miller -- High Line -- IBM 100 Icons of Progress -- IBM Watson -- Ieper -- Inkling -- Johnson Controls -- Kleenex -- L'Arte del Gelato -- Laura Zindel -- Minnesota Historical Society -- MoMA -- Nizuc -- NO MORE -- Olympic Games -- Peru -- PNC -- (RED) -- Santos Brasil -- Schoolhouse Electric &amp -- Supply Co. -- Slice -- SocialMedia.org -- Spectrum Health System -- SPIN! -- Starbucks -- SUGARFISH -- Tunerfish -- U by Kotex -- Unstuck -- Vueling -- Willoughby Design Barn -- Wonderopolis -- Bibliography -- Index -- About the author.
• Sommario/riassunto: "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"--