LEADER 03885nam 2200529 450 001 9910465104903321 005 20200520144314.0 010 $a1-78067-979-3 035 $a(CKB)3710000000666545 035 $a(EBL)4536969 035 $a(MiAaPQ)EBC4536969 035 $a(Au-PeEL)EBL4536969 035 $a(CaPaEBR)ebr11218230 035 $a(OCoLC)951593668 035 $a(EXLCZ)993710000000666545 100 $a20160621h20162016 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 10$aCreating a brand identity $ea guide for designers /$fCatharine Slade-Brooking 210 1$aLondon, England :$cLaurence King Publishing,$d2016. 210 4$dİ2016 215 $a1 online resource (160 p.) 300 $aDescription based upon print version of record. 311 $a1-78067-562-3 320 $aIncludes bibliographical references and index. 327 $aIntro; Introduction; Chapter 1: Branding Basics; Chapter 2: Brand Anatomy; Chapter 3: Brand Strategy; Chapter 4: The Design Process; Chapter 5: Research; Chapter 6: Analysis; Chapter 7: Concept Development ; Chapter 8: Delivering the Final Design; Glossary; Recommended Reading; Index; Picture Credits; Consumer culture - why do we buy?; What is a brand?; Why do we brand?; How does branding work?; The history of branding; How are things changing?; The future for brands; Maintaining beloved brand status; Case study: Uniqlo; Logos; Case study: Eurostar; Straplines / taglines 327 $aAppealing to the sensesBrand architecture; Brand families; Internal and external branding; Branding terminology; Standing out from the crowd; Unique selling point (USP ); Semiotics; Exercise: Brand analysis; Case study: Apple Mac; Semiotic toolbox; Case study: Milka chocolate; Naming brands; Exercise: Creating a mood board; The use of emotion; Brand personality; Target marketing and brand positioning; Brand revolutions; Cultural branding; Rebranding; Case study: Lucozade; Trend forecasting and analysis; Brand failures; Brand ethics; Why use a design process?; How does the design process work? 327 $aThe stages of the design processThe design team; The creative process; The design process in the academic environment; Exercise: Student exercises; Why do we need to research?; Research methods; Researching the audience; The use of social media in research; Case study: Procter and Gamble; Visual research boards; Excercise: Designing a consumer profile board; Other forms of research; Defining the USP; Market sector analysis; Product category analysis; Competitor brand analysis; Exercise: Conducting a simple competitor brand analysis; Analyzing the brand environment; Case study: Fazer Cafe 327 $aFuture forecastingAnalysis of data and interpreting opportunities; Exercise: Designing visual analysis boards; Brand creation strategies; Research and analysis in an educational setting; Inspiration; The big idea; Visualizing and analyzing inspiration; Initial concept ideas; Organizing your source material; Choosing the best concept; Exercise: How to develop an assessment strategy; Final refinements; Presentation materials; Designing effective communication boards; Digital versus print presentations; The client presentation; Testing the final brand identity; Design development 327 $aLaunching the brand identityBeyond delivery 606 $aTrademarks$xDesign 606 $aAdvertising$xBrand name products 608 $aElectronic books. 615 0$aTrademarks$xDesign. 615 0$aAdvertising$xBrand name products. 676 $a741.6 700 $aSlade-Brooking$b Catharine$0931441 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910465104903321 996 $aCreating a brand identity$92095248 997 $aUNINA