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

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

 

Synopses & Reviews

Publisher Comments:

Who are you?

Who needs to know?

Why should they care?

How will they find out?

In a densely crowded marketplace, corporations, organizations, and even individuals look for ways to differentiate themselves. That is the job of branding.

Whether your goal is to express a new brand or to revitalize an existing one, here is a proven, universal five-phase process for creating and implementing effective brand identity. From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity is an essential reference for the entire process.

Enriched by new case studies showcasing successful world-class brands from Herman Miller and General Electric to the Obama '08 election campaign, this Third Edition offers new insights into emerging trends such as sustainability and social networks.

Alina Wheeler applies her strategic imagination and process management skills to revitalize brands for Fortune 100 companies, entrepreneurial ventures, and nonprofits.

Praise for previous editions of Designing Brand Identity:

An inspiring and powerful toolkit.

The Marketer

Alina Wheeler provides a practical structure for the brand building process.

Al Ries, coauthor, Positioning

Wheeler's book offers a cogent description of how strategy and design meet in the real world among world-class companies.

Marty Neumeier, author, The Brand Gap

A valued reference book for all members of the branding team.

Communication Arts

Book News Annotation:

Designer, consultant, and speaker Wheeler offers an updated reference guide to brand identity design for students and practitioners. Coverage includes the fundamental concepts of branding, including brand basics, identity ideals, identity elements, brand forces, and brand redesign as a company evolves; a five-part process of brand identity applicable to all types of situations regardless of the project's scope and nature; and 48 best practice examples. The third edition contains new case studies showcasing successful world-class brands from Herman Miller and General Electric to the Obama '08 election campaign. Illustrated throughout with color photographs and diagrams. Annotation ©2009 Book News, Inc., Portland, OR (booknews.com)

Synopsis:

Alina Wheeler engages enterprises in a dynamic process to build their brands and embrace best practices. Wheeler inspires the whole branding team to seize every opportunity to design compelling customer experiences.

Wheeler is passionate about her subject, and speaks to groups large and small around the world, from Beijing to Bucharest.

Synopsis:

Praise for previous editions of Designing Brand Identity (Wall Street Journal, Best-Seller, Spotlight 1/23/2011):

"An inspiring and powerful toolkit."

—The Marketer

"Alina Wheeler provides a practical structure for the brand building process."

—Al Ries, coauthor, Positioning

"Wheeler's book offers a cogent description of how strategy and design meet in the real world among world-class companies."

—Marty Neumeier, author, The Brand Gap

"A valued reference book for all members of the branding team."

—Communication Arts

About the Author

"Returning with a third edition is the branding bible that is widely regarded as the absolute best, most comprehensive, most successful, and most effective book to use as a reference when creating a brand and brand identity, Designing Brand Identity. Very thorough and to the point, Wheeler's guide takes one through the process of developing, implementing, disseminating, and maintaining a brand identity for a company, organization, or group and give them an edge in the marketplace." (San Francisco Book Review, January 25, 2010)

"We will be reading the book together as a company, and you should stoop and buy one now." (matchstic.com, August 25, 2009)

Table of Contents

Basic.

Part 1: Presents the fundamental concepts needed to jumpstart the brand identity process and create a shared vocabulary for the entire team.

Brand basics.

What is brand?

What is brand identity?

What is branding?

Who are stakeholders?

Why invest?

Brand strategy

Positioning.

Big idea.

Customer experience.

Names.

Brand architecture.

Taglines.

Staying on message.

Cross cultures.

Brand identity ideals.

Overview.

Vision.

Meaning.

Authenticity.

Differentiation.

Durability.

Coherence.

Flexibility.

Commitment.

Value.

Brand identity elements.

Brandmarks.

Sequence of cognition.

Wordmarks.

Letterform marks.

Pictorial marks.

Abstract marks.

Emblems.

Characters.

Look and feel.

Brand forces.

Brand Dynamics.

Sustainability.

Social media.

Brand licensing.

Private labeling.

Certification.

Personal branding.

Before and after.

Merger

New name

Redesign

Packaging.

Process.

Part 2: presents a universal brand identity process regardless of the project's scope and nature. This section answers the question "Why does it take so long?"

A process for success.

Managing the process.

Measuring success.

Collaboration.

Decision making.

Insight.

Phase 1: Conducting research.

Overview.

Market research.

Usability.

Marketing audit.

Competitive audit.

Language audit.

Audit readout.

Phase 2: Clarifying strategy.

Overview.

Narrowing the focus.

Brand brief.

Naming.

Phase 3: Designing identity.

Overview.

Logotype + signature.

Color.

More color.

Typography.

Sound.

Motion.

Trial applications.

Presentation.

Phase 4: Creating touchpoints.

Overview.

Trademark process.

Letterhead.

Business card.

Collateral.

Website.

Favicons.

Signage.

Product design.

Packaging.

Advertising.

Environments.

Vehicles.

Uniforms.

Ephemera.

Phase 5: Managing assets.

Overview.

Changing brand identity.

Launching brand identity.

Building brand champions.

Internal design teams.

Brand books.

Standards content.

Standards + guidelines.

Online branding tools.

Reproduction files.

Global metrics.

Best Practices.

Part 3: showcases best practices. Local and global, public and private, these projects inspire and exemplify original, flexible, lasting solutions.

ACLU.

Amazon.com.

Apotek.

Assurant.

Aveda Uruku.

Beeline.

BP.

California Academy of Sciences.

Cereality.

Chambers Group.

City Church Eastside.

Coca-Cola.

Eimer Stahl.

FedEx.

Feng.

FORA.tv.

GE.

Good Housekeeping Seal.

Heavy Bubble.

Herman Miller.

Hot Wheels.

HP.

IUNI Educacional.

Kort & Godt.

Laura Zindel.

Library of Congress.

MoMA.

The New School.

NIZUC.

Obama.

Olympic Games.

Park Angels.

PNC Virtual Wallet.

Presbyterian Church.

Preferred.

(RED).

Saks Fifth Avenue.

sugarFISH.

Superman.

Tate.

Thomas Jefferson's Poplar Forest.

TiVo.

Unilever.

Vanguard ETFs.

Velfina.

Vueling.

The Wild Center.

Xohm.

Bibliography.

Index.

About the author.

Product Details

ISBN:
9780470401422
Publisher:
John Wiley & Sons
Subject:
Graphic Arts
Author:
Wheeler, Alina
Subject:
Graphic Arts - General
Subject:
Branding (Marketing)
Subject:
Brand name products
Subject:
Marketing - General
Subject:
Graphic design
Subject:
General-General
Copyright:
Publication Date:
July 2009
Binding:
HARDCOVER
Grade Level:
General/trade
Language:
English
Illustrations:
Y
Pages:
320
Dimensions:
11.02x8.82x.89 in. 2.81 lbs.

Related Subjects

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

Designing Brand Identity: An Essential Guide for the Whole Branding Team
0 stars - 0 reviews
$ In Stock
Product details 320 pages John Wiley & Sons - English 9780470401422 Reviews:
"Synopsis" by , Alina Wheeler engages enterprises in a dynamic process to build their brands and embrace best practices. Wheeler inspires the whole branding team to seize every opportunity to design compelling customer experiences.

Wheeler is passionate about her subject, and speaks to groups large and small around the world, from Beijing to Bucharest.

"Synopsis" by , Praise for previous editions of Designing Brand Identity (Wall Street Journal, Best-Seller, Spotlight 1/23/2011):

"An inspiring and powerful toolkit."

—The Marketer

"Alina Wheeler provides a practical structure for the brand building process."

—Al Ries, coauthor, Positioning

"Wheeler's book offers a cogent description of how strategy and design meet in the real world among world-class companies."

—Marty Neumeier, author, The Brand Gap

"A valued reference book for all members of the branding team."

—Communication Arts

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