Designing Brand Identity: An Essential Guide for the Whole Branding Team

Designing Brand Identity: An Essential Guide for the Whole Branding Team

Hardback

By (author) Alina Wheeler

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  • Publisher: John Wiley & Sons Inc
  • Format: Hardback | 336 pages
  • Dimensions: 226mm x 284mm x 24mm | 1,179g
  • Publication date: 7 December 2012
  • Publication City/Country: New York
  • ISBN 10: 1118099206
  • ISBN 13: 9781118099209
  • Edition: 4, Revised
  • Edition statement: 4th Revised edition
  • Sales rank: 9,436

Product description

This is a revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand. From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, "Designing Brand Identity, Fourth Edition" offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands. This title features more than 30 all-new case studies showing best practices and world-class. It is updated to include more than 35 percent new material. It offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity.

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Author information

Alina Wheeler is a branding consultant and author. Her business is managing perception, her service is strategic imagination, and her passion is branding. She uses an engaging process to achieve brand clarity, revitalize brands, and re-energize collaborators. Designing Brand Identity has been translated into Chinese, Korean, Polish, Portuguese, Russian, and Vietnamese. Wheeler has also coauthored Brand Atlas: Branding Intelligence Made Visible .

Review quote

"The fourth edition of "Designing Brand Identity" is a truly comprehensive resource of definitions, explanations, insights, and examples of what it means to do outstanding brand identity work. Alina's new book is a must-have for anyone that is interested in brand identity development." (LiquidAgency.com, 3/5/13)

Back cover copy

Who are you?Who needs to know?Why should they care?How will they find out?The bestselling toolkit for the whole branding team Whether your goal is to revitalize an existing brand or launch a new one, here is a proven, universal five-phase process for amplifying differentiation, fueling recognition, and building brand champions. From research and analysis through brand strategy, from design development through brand standards, and from launch to governance, "Designing Brand Identity" is the most comprehensive resource used by brand builders all over the world as an essential reference for the entire process. This thoroughly updated "Fourth Edition" offers insights into current trends in social networks, mobile devices, global markets, and virtual brands as well as emerging tools such as apps and video. More than 30 new case studies showcase global best practices and successful world-class brands, from IBM to Starbucks to Santos Brasil.Praise for "Designing Brand Identity"Writers have "The Elements of Style." Managers have "The Effective Executive." Chairpeople have "Robert's Rules of Order." And now brand-builders have "Designing Brand Identity." If you have (or would like to have) responsibility for managing, measuring, critiquing, or designing a brand, you've found your bible. Marty Neumeier, author, "The Brand Gap""Designing Brand Identity" is a recipe book for brand-builders. Wheeler does for branding what Julia Child did for cooking. Patricia Martin, author, "RenGen"

Table of contents

Brand basics 2 What is brand? 4 What is brand identity? 6 What is branding? 8 Who are stakeholders? 10 Why invest? 12 Brand strategy 14 Cross cultures 16 Big idea 18 Customer experience 20 Brand architecture 22 Names 24 Taglines 26 Staying on message Brand ideals 28 Overview 30 Vision 32 Meaning 34 Authenticity 36 Coherence 38 Flexibility 40 Commitment 42 Value 44 Differentiation 46 Sustainability Brand elements 48 Brandmarks 50 Sequence of cognition 52 Wordmarks 54 Letterform marks 56 Pictorial marks 58 Abstract marks 60 Emblems 62 Dynamic marks 64 Characters Brand dynamics 66 Overview 68 Making a difference 70 Social media 72 Mobile 74 Apps 76 Touch 78 Video 80 China 82 Private labeling 84 Brand licensing 86 Certification 88 Crisis communications 90 Personal branding Before and after 92 Overview 94 Redesign 98 Packaging Process basics 102 A process for success 104 Managing the process 106 Measuring success 108 Collaboration 110 Decision making 112 Intellectual property 114 Design management Phase 1 Conducting research 116 Overview 118 Insight 120 Market research 122 Usability testing 124 Marketing audit 126 Competitive audit 128 Language audit 130 Audit readout Phase 2 Clarifying strategy 132 Overview 134 Narrowing the focus 136 Positioning 138 Brand brief 140 Naming 142 Renaming Phase 3 Designing identity 144 Overview 146 Logotype + signature 148 Look and feel 150 Color 152 More color 154 Typography 156 Sound 158 Animation 160 Trial applications 162 Presentation Phase 4 Creating touchpoints 164 Overview 166 Website 168 Favicons 170 Correspondence 172 Business card 174 Collateral 176 Signage 178 Product design 180 Packaging 182 Advertising 184 Environments 186 Vehicles 188 Uniforms 190 Ephemera Phase 5 Managing assets 192 Overview 194 Changing brand identity 196 Launching brand identity 198 Building brand champions 200 Brand books 202 Standards + guidelines 204 Standards content 206 Online branding tools 208 Reproduction files Case studies 212 ACHC 214 ACLU 216 Adobe Community SwApp 218 Aether Apparel 220 Amazon.com 222 Beeline 224 Bela Uniao 226 Beltline Bike Shop 228 California Academy of Sciences 230 Carnegie Fabrics 232 Chatype 234 Coca-Cola 236 Deloitte 238 Everwines 240 GE Brand Central 242 GE Sponsorship Central 244 Global Handwashing Day 246 Good Housekeeping Seal 248 Healthy Child Healthy World 250 Herman Miller 252 High Line 254 IBM 100 Icons of Progress 256 IBM Watson 258 Ieper 260 Inkling 262 Johnson Controls 264 Kleenex 266 L'Arte del Gelato 268 Laura Zindel 270 Minnesota Historical Society 272 MoMA 274 Nizuc 276 NO MORE 278 Olympic Games 280 Peru 282 PNC 284 (RED) 286 Santos Brasil 288 Schoolhouse Electric & Supply Co. 290 Slice 292 SocialMedia.org 294 Spectrum Health System 296 SPIN! 298 Starbucks 300 SUGARFISH 302 Tunerfish 304 U by Kotex 306 Unstuck 308 Vueling 310 Willoughby Design Barn 312 Wonderopolis 314 Biliography 316 Index 326 About the author