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What's Your Business? : Corporate Design Strategy Concepts and Processes.
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
London :
Taylor and Francis,
2016.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Cover Page; Title Page; Copyright Page; Contents; List of Figures; List of Tables; List of Plates; Preface; Acknowledgements; List of Abbreviations; PART I GROUND BASE â#x80;#x93; HOW CORPORATE DESIGN STARTED AND EVOLVED; Introduction; 1 Corporate Identity and Image Development; Where do businesses come from?; 2 Corporate Identity and Branding Debate; Am I marketing a concept, product or service?; 3 New Media, Communication and Reputation; How do I communicate the business message?; Part I Summary; PART II SETTING THE STRATEGY; Introduction; 4 Corporate Strategy; How do I start a business?
- 5 Storytelling and IdentityHow does a good story differentiate a business?; 6 Corporate Design Strategy; How do I position my business in the marketplace?; 7 Perception and Perspectives; How do people recognise my business and who are the stakeholders?; Part II Summary; PART III COHESIVE DESIGN MANAGEMENT; Introduction; 8 Cohesive Design Management; What design management has to be in place?; 9 Business and Intellectual Property Law; What legal requirements are necessary?; Part III Summary; PART IV NAVIGATING SYMBOLIC PRACTICE; Introduction; 10 The Symbolic Aesthetic.
- How do I communicate the business story?11 The Visual Identity Creative Process; What should the business look like?; 12 Symbolism â#x80;#x93; Organisational Behaviour; What personality should the business project and how should it feel?; Part IV Summary; PART V DIGITAL CORPORATE DESIGN; Introduction; 13 Digital Branding Strategy; Do I need a website and what does it contribute to the business?; 14 Designed Website Content; How is the business â#x80;#x98;look and feelâ#x80;#x99; projected online?; 15 The Social Business; Do I need to have wider digital conversations?; Part V Summary; 16 Summary and Conclusions.