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100   $a20121026d2013      uy             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aDesigning B2B brands$b[electronic resource] $elessons from Deloitte and 182,000 brand managers /$fCarlos Martinez Onaindia & Brian Resnick
210   $aHoboken, N.J. $cWiley$dc2013
215   $a1 online resource (225 p.)
300   $aIncludes index.
311   $a1-118-45747-1 
327   $aDesigning B2B Brands: Lessons from Deloitte and 195,000 brand managers; Contents; Section 1: Defining it; What is branding?; What is brand identity?; B2B versus B2C branding; The "brandscape"; Brand strategy; Brand architecture; Brand purpose; Brand positioning; Brand experience; Brand engagement; Brand measurement; Section 2: Building it; Name; Tagline; Tone of voice; Logo; Color; Typography; Imagery; Composition; Iconography; Information graphics; Sound; Section 3: Using it; Business materials; Presentations; Brochureware; Magazines and newspapers; Reviews and reports; Proposals; Packaging
327   $aOne-time materialsAdvertising; Sponsorships; Electronic communications; Websites; Mobile apps; Social Media; Audiovisuals; Office environments; Events and exhibitions; Merchandise; Section 4: Defending it; Brand asset management; Brand compliance; Brand champions; Designers and networks; Rollout strategies; Workshops and education; Evolving the system; Image credits; The authors; Index
330   $a "As an in-depth explanation of one organisation's brand strategy, this guide is both fascinating and full of useful insights." - The CA magazine (UK)Get tactical insight from the top business-to-business branding experts-and gain a global presence  This comprehensive manual lays out the steps necessary for creating an iconic global identity. It uses the lessons and inside knowledge of Deloitte, the world's largest professional services organization, to help other business-to-business operations deliver a high-impact, value-added brand experience.  This book will
606   $aBranding (Marketing)$xManagement
606   $aBrand name products$xManagement
606   $aCorporate image
606   $aLogos (Symbols)$xDesign
606   $aTrademarks$xDesign
608   $aElectronic books.
615  0$aBranding (Marketing)$xManagement.
615  0$aBrand name products$xManagement.
615  0$aCorporate image.
615  0$aLogos (Symbols)$xDesign.
615  0$aTrademarks$xDesign.
676   $a658.8/27
700   $aMartinez Onaindia$b Carlos$0885308
701   $aResnick$b Brian$f1974-$0885309
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910463333503321
996   $aDesigning B2B brands$91976742
997   $aUNINA