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1 Beaverton Business- Marketing

Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands

by

Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands Cover

 

Synopses & Reviews

Publisher Comments:

From an interactive website to a business card, a brand must be recognizable, differentiated and help build customer loyalty. This indispensable resource presents brand identity fundamentals and a comprehensive dynamic process that help brands succeed. From researching the competition to translating the vision of the CEO to designing and implementing an integrated brand identity program, the meticulous development process is presented through a highly visible step by step approach in five phases: research and analysis, brand and identity strategy, brand identity design, brand identity applications and managing brandassets.

From global corporate mergers through entrepreneurial ventures and nonprofit institutions, twenty-two case studies portray the brand identity process in action. They illustrate a range of challenges and methodologies and represent a select group of branding and multidisciplinary design firms.

The scope of material includes history of identity design up to the latest information about online brand identity standards, naming and trademarking, with practical project management resources about decision making, and creating brand briefs.

Alina Wheeler specializes in brand identity. She uses her strategic imagination to help build brands, create new identities, and design integrated brand identity programs for Fortune 100 companies, entrepreneurial ventures, cities and foundations. Wheeler works closely with founders, CEO?s and senior management to insure that their vision and their brand identity are communicated clearly to accelerate the success of their organizations. She has been the principal of several design firms as well as a consultant to some of America?s largest business consulting groups. She is a former national board member of AIGA and was named an AIGA Fellow in 1998.

Hallmark Features

  • Unlike most books that show identity programs, this book outlines a rigorous, complex and proven process from research and analysis through the design development of a new identity and online standards through launch and brand asset management.
  • Comprehensive, easy to understand guide that is organized by spreads bysubject for easy reference.
  • An indispensable reference for anyone with responsibility for brandidentity.
  • Meaningful and actionable information that will accelerate the success ofany brand identity project.
  • A toolkit for design firms and professionals, design students and designmanagers.
  • Presents the relationship between effective brand identity and creating,building and managing successful brands.
  • Presents case studies from Cingular, Amazon, Citibank, TAZO, Zoom, HarleyDavidson, FedEx and twenty others.

Synopsis:

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 Identityhelps 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, the 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.

Synopsis:

Includes bibliographical references (p. 224-225) and index.

About the Author

Alina Wheelerapplies a dynamic process to help enterprises express their brands. Her clients include entrepreneurial companies and foundations whose leaders embrace the future. Wheeler collaborates with strategists, designers, and managers, seizing every opportunity to build brands and provide compelling customer experiences.

Wheeler speaks frequently to management and creative teams in companies, as well as to business and design students at universities. She introduces branding fundamentals, identifies brand trends, and connects their relationship to innovation and business.

Table of Contents

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.

Sustainability.

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.

Product Details

ISBN:
9780471213260
Subtitle:
A Complete Guide to Creating, Building, and Maintaining Strong Brands
Author:
Wheeler, Alina R.
Author:
Wheeler, Alina R.
Publisher:
Wiley
Location:
Hoboken, NJ
Subject:
Marketing - General
Subject:
Management
Subject:
Advertising & Promotion
Subject:
Brand name products
Subject:
Advertising
Subject:
Commercial - Advertising
Subject:
Trademarks
Subject:
Graphic Arts - General
Subject:
Graphic Arts
Subject:
Graphic design
Copyright:
Series Volume:
107-200
Publication Date:
20060310
Binding:
Hardback
Grade Level:
Professional and scholarly
Language:
English
Illustrations:
Yes
Pages:
248
Dimensions:
11.16x8.46x.93 in. 2.11 lbs.

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Related Subjects

Arts and Entertainment » Art » Logos and Symbols
Business » Marketing

Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands Used Hardcover
0 stars - 0 reviews
$10.95 In Stock
Product details 248 pages John Wiley & Sons - English 9780471213260 Reviews:
"Synopsis" by , 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 Identityhelps 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, the 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.

"Synopsis" by , Includes bibliographical references (p. 224-225) and index.
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