Coverart for item
The Resource Designing brand identity : an essential guide for the entire branding team, Alina Wheeler

Designing brand identity : an essential guide for the entire branding team, Alina Wheeler

Label
Designing brand identity : an essential guide for the entire branding team
Title
Designing brand identity
Title remainder
an essential guide for the entire branding team
Statement of responsibility
Alina Wheeler
Creator
Author
Subject
Language
eng
Summary
Designing Brand Identity provides in-depth guidance for the entire branding team, with a universal five-stage process for brand development and implementation. From research and analysis through launch and governance, this book provides expert insight on all aspects of the process, and describes the best practices that build better brands. This updated fifth edition includes new and expanded coverage of social media cross channel synergy, crowdsourcing, SEO, experience branding, mobile devices, wayfinding, and placemaking, with 30 all-new case studies of top brands from various industries around the world. Fuel recognition, amplify market differentiation, create cohesion, and project value with the essential concepts and practices that build and maintain strong brands. Brand identity is key to an organization's success, helping customers navigate their options in an expanding marketplace rife with competition. How does your brand stand out? How do you attract your target? It's all in the process. This book delivers a clear roadmap to brand development and maintenance, with in-depth guidance every step of the way. Infuse your brand with authenticity and meaning Create a cohesive suite of branding products Design for flexibility, durability, and sustainability Develop solid strategy around positioning, architecture, and more A successful brand requires zero context, and is recognizable when stripped down to its barest bones; Coca-Cola, Apple, Nike, Disney, McDonalds--the strongest brands are immediately recognized as a safe bet and a better value over the competition anywhere in the world. It's no coincidence that certain brands endure, while others undergo repeated revamps to remain relevant. Designing Brand Identity shows you how to recognize the myriad factors that contribute to strength, and merge them into your organization's winning brand
Cataloging source
DLC
http://library.link/vocab/creatorName
Wheeler, Alina
Dewey number
658.8/27
Illustrations
illustrations
Index
index present
LC call number
HD69.B7
LC item number
W44 2017
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/subjectName
  • Brand name products
  • Branding (Marketing)
  • Trademarks
  • Advertising
  • BUSINESS & ECONOMICS
  • BUSINESS & ECONOMICS
  • BUSINESS & ECONOMICS
  • BUSINESS & ECONOMICS
  • Advertising
  • Brand name products
  • Branding (Marketing)
  • Trademarks
Label
Designing brand identity : an essential guide for the entire branding team, Alina Wheeler
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Part 1: Basics -- Brand -- Brand Identity -- Branding -- Brand Governance -- Brand Strategy -- Why Invest -- Stakeholders -- Culture -- Customer Experience -- Cross Cultures -- Brand Architecture -- Symbols -- Names -- Taglines -- Staying on Message -- Big Idea -- Brand Ideals -- Vision Brand Ideal -- Meaning Brand Ideal -- Authenticity Brand Ideal -- Coherence Brand Ideal -- Flexibility Brand Ideal -- Commitment Brand Ideal -- Value Brand Ideal -- Differentiation Brand Ideal -- Longevity Brand Ideal -- Brandmarks -- Wordmarks -- Letterform Marks -- Pictorial Marks -- Abstract Marks -- Emblems -- Dynamic Marks -- Characters -- Trends -- Making a Difference -- Big Data Analytics -- Social Media -- Smartphones -- Apps -- Private Labeling -- Brand Licensing -- Certification -- Crisis Communications -- Personal Branding -- China -- Before and After -- Brandmark Redesign -- Packaging Redesign -- Part 2: Process -- A Process for Success -- Managing the Process -- Brand Initiatives -- Measuring success -- Collaboration -- Decision Making -- Intellectual Property -- Design Management -- Conducting Research -- Insight Phase 1 -- Market Research Phase 1 -- Usability Testing Phase 1 -- Marketing Audit Phase 1 -- Competitive Audit Phase 1 -- Language Audit Phase 1 -- Audit Readout Phase 1 -- Clarifying Strategy -- Narrowing the Focus Phase 2 -- Positioning Phase 2 -- Brand Brief Phase 2 -- Naming Phase 2 -- Renaming Phase 2 -- Designing Identity -- Identity System Design Phase 3 -- Look and Feel Phase 3 -- Color Phase 3 -- More Color Phase 3 -- Typography Phase 3 -- Sound Phase 3 -- Trial Applications Phase 3 -- Presentation Phase 3 -- Creating Touchpoints -- Content Strategy Phase 4 -- Website Phase 4 -- Collateral Phase 4 -- Stationery Phase 4 -- Signage Phase 4 -- Product Design Phase 4 -- Packaging Phase 4 -- Advertising Phase 4 -- Placemaking Phase 4 -- Vehicles Phase 4 -- Uniforms Phase 4 -- Ephemera Phase 4 -- Managing Assets -- Changing Brand Assets Phase 5 -- Launching Phase 5 -- Building Brand Champions Phase 5 -- Brand Books Phase 5 -- Guidelines Phase 5 -- Guidelines Content Phase 5 -- Online Brand Centers Phase 5 -- Part 3: Best Practices -- ACHC -- ACLU -- Action Against Hunger -- Adanu -- Amazon.com -- Ansible -- Beeline -- Boston Consulting Group -- Boy Scouts of America -- Budweiser -- Cerner -- City of Melbourne -- Coca- Cola -- Cocktails Against Cancer -- Coors Light -- Cooper Hewitt, Smithsonian Design Museum -- Credit Suisse -- Deloitte -- Fern by Haworth -- Fred Hutch -- Global Handwashing Day -- IBM 100 Icons of Progress -- IBM Watson -- Jawwy from STC -- Laughing Cow -- LinkedIn China -- Mack Trucks -- Mastercard -- Mozilla -- Mural Arts Philadelphia -- NIZUC Resort & Spa -- NO MORE -- Ohio & Erie Canalway -- Peru -- Philadelphia Museum of Art -- Pitney Bowes -- PNC -- Quartz -- (RED) -- RideKC Streetcar -- Santos Brasil -- Shinola Detroit -- Smithsonian National Air and Space Museum -- SocialSecurity.gov -- Southwest Airlines -- Spectrum Health System -- Starbucks -- Sydney Opera House -- Unstuck -- Vueling -- Bibliography -- Index
Control code
992437886
Edition
Fifth edition.
Extent
1 online resource
Form of item
online
Isbn
9781118980842
Lccn
2017030982
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
http://library.link/vocab/ext/overdrive/overdriveId
e2753953-47a9-46d5-9b4f-d3d776a77176
Specific material designation
remote
System control number
(OCoLC)992437886
Label
Designing brand identity : an essential guide for the entire branding team, Alina Wheeler
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Part 1: Basics -- Brand -- Brand Identity -- Branding -- Brand Governance -- Brand Strategy -- Why Invest -- Stakeholders -- Culture -- Customer Experience -- Cross Cultures -- Brand Architecture -- Symbols -- Names -- Taglines -- Staying on Message -- Big Idea -- Brand Ideals -- Vision Brand Ideal -- Meaning Brand Ideal -- Authenticity Brand Ideal -- Coherence Brand Ideal -- Flexibility Brand Ideal -- Commitment Brand Ideal -- Value Brand Ideal -- Differentiation Brand Ideal -- Longevity Brand Ideal -- Brandmarks -- Wordmarks -- Letterform Marks -- Pictorial Marks -- Abstract Marks -- Emblems -- Dynamic Marks -- Characters -- Trends -- Making a Difference -- Big Data Analytics -- Social Media -- Smartphones -- Apps -- Private Labeling -- Brand Licensing -- Certification -- Crisis Communications -- Personal Branding -- China -- Before and After -- Brandmark Redesign -- Packaging Redesign -- Part 2: Process -- A Process for Success -- Managing the Process -- Brand Initiatives -- Measuring success -- Collaboration -- Decision Making -- Intellectual Property -- Design Management -- Conducting Research -- Insight Phase 1 -- Market Research Phase 1 -- Usability Testing Phase 1 -- Marketing Audit Phase 1 -- Competitive Audit Phase 1 -- Language Audit Phase 1 -- Audit Readout Phase 1 -- Clarifying Strategy -- Narrowing the Focus Phase 2 -- Positioning Phase 2 -- Brand Brief Phase 2 -- Naming Phase 2 -- Renaming Phase 2 -- Designing Identity -- Identity System Design Phase 3 -- Look and Feel Phase 3 -- Color Phase 3 -- More Color Phase 3 -- Typography Phase 3 -- Sound Phase 3 -- Trial Applications Phase 3 -- Presentation Phase 3 -- Creating Touchpoints -- Content Strategy Phase 4 -- Website Phase 4 -- Collateral Phase 4 -- Stationery Phase 4 -- Signage Phase 4 -- Product Design Phase 4 -- Packaging Phase 4 -- Advertising Phase 4 -- Placemaking Phase 4 -- Vehicles Phase 4 -- Uniforms Phase 4 -- Ephemera Phase 4 -- Managing Assets -- Changing Brand Assets Phase 5 -- Launching Phase 5 -- Building Brand Champions Phase 5 -- Brand Books Phase 5 -- Guidelines Phase 5 -- Guidelines Content Phase 5 -- Online Brand Centers Phase 5 -- Part 3: Best Practices -- ACHC -- ACLU -- Action Against Hunger -- Adanu -- Amazon.com -- Ansible -- Beeline -- Boston Consulting Group -- Boy Scouts of America -- Budweiser -- Cerner -- City of Melbourne -- Coca- Cola -- Cocktails Against Cancer -- Coors Light -- Cooper Hewitt, Smithsonian Design Museum -- Credit Suisse -- Deloitte -- Fern by Haworth -- Fred Hutch -- Global Handwashing Day -- IBM 100 Icons of Progress -- IBM Watson -- Jawwy from STC -- Laughing Cow -- LinkedIn China -- Mack Trucks -- Mastercard -- Mozilla -- Mural Arts Philadelphia -- NIZUC Resort & Spa -- NO MORE -- Ohio & Erie Canalway -- Peru -- Philadelphia Museum of Art -- Pitney Bowes -- PNC -- Quartz -- (RED) -- RideKC Streetcar -- Santos Brasil -- Shinola Detroit -- Smithsonian National Air and Space Museum -- SocialSecurity.gov -- Southwest Airlines -- Spectrum Health System -- Starbucks -- Sydney Opera House -- Unstuck -- Vueling -- Bibliography -- Index
Control code
992437886
Edition
Fifth edition.
Extent
1 online resource
Form of item
online
Isbn
9781118980842
Lccn
2017030982
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
http://library.link/vocab/ext/overdrive/overdriveId
e2753953-47a9-46d5-9b4f-d3d776a77176
Specific material designation
remote
System control number
(OCoLC)992437886

Library Locations

    • Thomas Jefferson LibraryBorrow it
      1 University Blvd, St. Louis, MO, 63121, US
      38.710138 -90.311107
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