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Fler böcker av Alina Wheeler
Alina Wheeler, Joel Katz
"Carrying through Alina Wheeler's trademark of beautiful layout and design, the book takes you on a journey through just about every important element of branding you could think of, from passion to positioning." The Influential Marketin...
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"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)
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.
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.