"...the new edition of this well-regarded book is a joy...an inspiring and powerful toolkit" (The Marketer, May 2006)From the Publisher:
This innovative approach - blending practicality and creativity - is now in full-color! From translating the vision of a CEO and conducting research, through designing a sustainable identity program and building online branding tools, "Designing Brand Identity" helps companies create stronger brands by offering real substance. With an easy-to-follow style, step-by-step considerations, and a proven, universal five-phase process for creating and implementing effective brand identity, this book offers the tools you need, whether a brand manager, marketer, or designer, when creating or managing a brand. This edition includes a wealth of full-color examples and updated case studies for world-class brands such as BP, Unilever, Citi, Tazo Tea, and Mini Cooper. Alina Wheeler (Philadelphia, PA) applies her strategic imagination to help build brands, create new identities, and design brand-identity programs for Fortune 100 companies, entrepreneurial ventures, foundations, and cities.
"Sobre este título" puede pertenecer a otra edición de este libro.
Descripción Estado de conservación: New. New and unused. 30 Day Satisfaction Guarantee. Nº de ref. de la librería 314DWJ0003ZG
Descripción Wiley, 2006. Hardcover. Estado de conservación: New. 2ND EDITION, HARDCOVER, NEW, Slight Corner wear on cover otherwise Perfect Shape, txt-815Fast Shipping With Online Tracking, International Orders shipped Global Priority Air Mail, All orders handled with care and shipped promptly in secure packaging, we ship Mon-Sat and send shipment confirmation emails. Our customer service is friendly, we answer emails fast, accept returns and work hard to deliver 100% Customer Satisfaction!. Nº de ref. de la librería 9026308
Descripción Wiley, 2006. Estado de conservación: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: Perception.Part 1: Illuminates the difference between brand and brand identity, and what it takes to be the best. It's easy to bypass the fundamentals in the speed of a new project, and critical to establish a shared vocabulary for the entire branding team.Identity.What is a brand?What is brand identity?Why does it work?When is it needed?Who creates it?Why invest in brand identity?Brand identity ideals.Overview.Vision.Meaning.Authenticity.Differentiation.Sustai nability.Coherence.Flexibility.Commitment.Value.Brand identity fundamentals.Brand strategy.Positioning.Customer experience.Brand architecture.Cross cultures.Staying on message.Names.Taglines.Brandmarks overview.Redesign.Wordmarks.Letterform marks.Pictorial marks.Abstract marks.Emblems.Characters.Look and feel.Process.Part 2: Presents a universal identity process that underlies all successful brand identity initiatives, regardless of the project's scope and nature. This section answers the question "Why does it take so long?" and addresses collaboration and decision making.A process for success.Managing the process.Collaboration.Managing decisions.Insight.Phase 1: Conducting research.Understanding the business.Market research.Marketing audit.Competitive audit.Stakeholder audit.Language audit.Audit readout.Phase 2: Clarifying strategy.Clarifying brand strategy.Narrowing the focus.The big idea.Brand brief + creative brief.Naming.Phase 3: Designing identity.Designing symbols.Logotype + signature.Color.More color.Typography.Sound.Motion.Trial applications.Presentation.Phase 4: Creating touchpoints.Overview.Trademark process.Letterhead.Business card.Brochure.Packaging.Website.Signage.Advertising.Environments.Vehicles.Uniforms.New media.Ephemera.Phase 5: Managing assets.Overview.Changing brand identity.Launching brand identity.Measuring success.Building brand champions.Internal design teams.Brand books.Standards content.Standards + guidelines.Online branding tools.Reproduction files.Global metrics.Practice.Part 3: Showcases best practices. Local and global, public and private, these highly successful projects, created by branding firms, design consultancies and in-house creative teams, inspire and exemplify original, flexible, lasting solutions.Case studies.Amazon.com.ACLU.American Girl Place.Assurant.Atlanta 1996 Centennial Olympic Games.Aveda Japan.Aveda Uruku.Bahamas.Bank of New York.BP.Center City District.Cereality.Chambers Group.Chicago GSB.Cingular Wireless.Citi.Columbus Salame.Dosirak.Dummies.Eimer Stahl.FedEx.FedEx Kinko's.Find Great People.The Franklin Institute.Kort & Godt.Late July.Martha Stewart.Mini Cooper.Monogram Biosciences.Mutual of Omaha.The New School.Olympic Games.Parkinson's Disease Foundation.Presbyterian Church.Princeton Athletics.Radio Free Europe/Radio Liberty.Superman.Tate.Tazo.TiVo.Unilever.Vanguard.Velfina.The Wild Center.Zoom.Origins of brand identity.Bibliography.Index.About the author. Nº de ref. de la librería ABE_book_new_0471746843
Descripción Wiley, 2006. Hardcover. Estado de conservación: New. book. Nº de ref. de la librería 0471746843
Descripción Wiley, 2006. Hardcover. Estado de conservación: New. 2. Nº de ref. de la librería DADAX0471746843
Descripción Wiley, 2006. Hardcover. Estado de conservación: New. Nº de ref. de la librería P110471746843