| Description |
1 online resource |
| Contents |
Cover -- Title Page -- Copyright -- Contents -- Designing Brand Identity -- Basics: Part 1 presents the fundamental concepts needed to kick-start the branding process and creates a shared vocabulary for the entire team. -- Brand basics -- Brand -- Branding -- Brand identity -- Brand strategy -- Why invest -- Stakeholders -- Organizational culture -- Brand experience -- Brand architecture -- Visual identity -- Messaging and voice -- Brand governance -- Brand ideals -- Overview -- Vision -- Meaning -- Authenticity -- Coherence -- Flexibility -- Commitment -- Value -- Differentiation |
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Longevity -- Brand elements -- Names -- Brandmarks -- Wordmarks -- Letterform marks -- Pictorial marks -- Abstract marks -- Emblems -- Dynamic marks -- Taglines -- Characters -- Brand dynamics -- Overview -- Social justice -- Sustainability -- Global and local -- Artificial intelligence -- Big data analytics -- Social media -- Digital interfaces -- Mobile apps -- Evidence-based marketing -- Private labeling -- Brand licensing -- Certification -- Crisis communications -- Personal branding -- Before and after -- Overview -- Brandmark redesign -- Packaging redesign -- Renaming |
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Process: Part 2 presents a universal process regardless of the project's scope and nature. This section answers the question "Why does it take so long?" -- Process basics -- Overview -- Managing the process -- Brand initiatives -- Measuring success -- Collaboration -- Decision making -- Intellectual property -- Design management -- Phase 1 Conducting research -- Overview -- Defining the problem -- Market research -- Usability testing -- Marketing audit -- Competitive audit -- Verbal audit -- Findings report -- Phase 2 Clarifying strategy -- Overview -- Narrowing the focus -- Positioning |
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Brand brief -- Naming -- Phase 3 Designing identity -- Overview -- Identity system design -- Look and feel -- Color -- Typography -- Iconography -- Sound -- Other senses -- Trial applications -- Presentation -- Phase 4 Creating touchpoints -- Overview -- Content strategy -- Website -- Collateral -- Stationery -- Product design -- Packaging -- Advertising -- Branded environments -- Signage and wayfinding -- Vehicles -- Uniforms -- Ephemera -- Phase 5 Managing assets -- Overview -- Changing brand assets -- Launching -- Building brand champions -- Online brand centers -- Guidelines |
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Guidelines content -- Brand books -- Best Practices: Part 3 showcases best practices. Local and global, public and private, these projects inspire and exemplify original, flexible, lasting solutions. -- Case studies -- AC Milan -- Adventr -- Airbnb China -- Algramo -- Batiste -- Better Place Forests -- BCG X -- Campbell -- Choban -- City of Vienna -- Deloitte -- DonorsChoose -- DuPont -- Eames Institute -- Eat Curious -- 82nd Street Partnership -- Filthy -- Folx -- Fremtind -- Gentari -- GSK -- Helen of Troy -- High Street Market & Deli -- Hootsuite -- Hopscotch -- Human Rights First -- Italicus |
| Summary |
"From research to brand strategy to design execution, launch and governance, Designing Brand identity is a compendium of tools for branding success and best practices for inspiration. The best-selling book demystifies branding, explains branding fundamentals, and gives practitioners a roadmap to create sustainable and successful brands. This revised and updated 6th edition will preserve the basic structure of the book (fundamentals, process, and strategy). With each topic covered in a single spread, the book continues to celebrate great design and strategy--while adding new thinking, new case studies, and more future-facing, global perspectives. Designing Brand Identity, 6th Edition, has been revised and updated throughout to address the challenges faced by branding professionals today. It's harder than ever to be the brand of choice--in many markets, technology has lowered the barriers to entry, increasing competition. The need for fresh content is relentless. Everything is digital, and rebranding projects that previously took a year are now finished in three months. Decisions that used to be straightforward are now complicated by the pandemic, political polarization, rapid advances in technology, and other social and cultural changes"-- Provided by publisher |
| Notes |
Description based on online resource; title from digital title page (viewed on February 16, 2024) |
| Subject |
Brand name products.
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Branding (Marketing)
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Trademarks -- Design
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Advertising -- Brand name products.
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branding.
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Advertising -- Brand name products.
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Brand name products.
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Branding (Marketing)
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Trademarks -- Design.
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| Form |
Electronic book
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| Author |
Meyerson, Rob, author.
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John Wiley & Sons, publisher.
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| LC no. |
2023047411 |
| ISBN |
9781119984979 |
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1119984971 |
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9781119984825 |
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1119984823 |
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