000			04200cam a22003374a 4500
001			vtls000001366
003			VRT
005			20250102224906.0
008			081029s2006 njua |b 001 0 eng
010			_a2005-056961
020			_a0471746843 (cloth)
039		9	_a201402040054 _bVLOAD _c201007190934 _dmalmash _y200810290903 _zalawaid
050	0	0	_aHD69.B7 _bW44 2006
100	1		_aWheeler, Alina. _937114
245	1	0	_aDesigning brand identity : _ba complete guide to creating, building and maintaining strong brands / _cAlina Wheeler.
250			_a2nd ed.
260			_aHoboken, N.J. : _bJohn Wiley, _cc2006.
300			_avii, 280 p. : _bcol. ill. ; _c29 cm.
504			_aIncludes bibliographical references (p. 270-271) and index.
505			_aPerception. 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
520			_aThis 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 Identity helps 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, this 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.
650		0	_aBrand name products. _937115
650		0	_aBranding (Marketing) _922267
650		0	_aTrademarks _xDesign. _937116
650		0	_aAdvertising _xBrand name products. _937117
856	4	2	_3Publisher description _uhttp://www.loc.gov/catdir/enhancements/fy0626/2005056961-d.html
906			_a7 _bcbc _corignew _d1 _eocip _f20 _gy-gencatlg
925	0		_aacquire _b2 shelf copies _xpolicy default
955			_esb09 2005-11-02 to Dewey _fpv17 2006-09-07 Z-CipVer
942			_2lcc _n0 _cBK
999			_c23193 _d23193