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Designing Brand Identity An Essential Guide for the Whole Branding Team.
| Autor principal: | |
|---|---|
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Newark :
John Wiley & Sons, Incorporated,
2017.
|
| Colección: | New York Academy of Sciences Ser.
|
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Designing Brand Identity: An Essential Guide for the Entire Branding Team
- Contents
- Foreword
- Part 1: Basics
- Brand
- Brand Identity
- Branding
- Brand Governance
- Brand Strategy
- Why Invest
- Stakeholders
- Culture
- Customer Experience
- Cross Cultures
- Brand Architecture
- Symbols
- Names
- Taglines
- Staying on Message
- Big Idea
- Brand Ideals
- Vision Brand Ideal
- Meaning Brand Ideal
- Authenticity Brand Ideal
- Coherence Brand Ideal
- Flexibility Brand Ideal
- Commitment Brand Ideal
- Value Brand Ideal
- Differentiation Brand Ideal
- Longevity Brand Ideal
- Brandmarks
- Wordmarks
- Letterform Marks
- Pictorial Marks
- Abstract Marks
- Emblems
- Dynamic Marks
- Characters
- Trends
- Making a Difference
- Big Data Analytics
- Social Media
- Smartphones
- Apps
- Private Labeling
- Brand Licensing
- Certification
- Crisis Communications
- Personal Branding
- China
- Before and After
- Brandmark Redesign
- Packaging Redesign
- Part 2: Process
- A Process for Success
- Managing the Process
- Brand Initiatives
- Measuring success
- Collaboration
- Decision Making
- Intellectual Property
- Design Management
- Conducting Research
- Insight Phase 1
- Market Research Phase 1
- Usability Testing Phase 1
- Marketing Audit Phase 1
- Competitive Audit Phase 1
- Language Audit Phase 1
- Audit Readout Phase 1
- Clarifying Strategy
- Narrowing the Focus Phase 2
- Positioning Phase 2
- Brand Brief Phase 2
- Naming Phase 2
- Renaming Phase 2
- Designing Identity
- Identity System Design Phase 3
- Look and Feel Phase 3
- Color Phase 3
- More Color Phase 3
- Typography Phase 3
- Sound Phase 3
- Trial Applications Phase 3
- Presentation Phase 3
- Creating Touchpoints
- Strategy Phase 4
- Website Phase 4
- Collateral Phase 4
- Stationery Phase 4
- Signage Phase 4
- Product Design Phase 4
- Packaging Phase 4
- Advertising Phase 4
- Placemaking Phase 4
- Vehicles Phase 4
- Uniforms Phase 4
- Ephemera Phase 4
- Managing Assets
- Changing Brand Assets Phase 5
- Launching Phase 5
- Building Brand Champions Phase 5
- Brand Books Phase 5
- Guidelines Phase 5
- Guidelines Content Phase 5
- Online Brand Centers Phase 5
- Part 3: Best Practices
- ACHC
- ACLU
- Action Against Hunger
- Adanu
- Amazon.com
- Ansible
- Beeline
- Boston Consulting Group
- Boy Scouts of America
- Budweiser
- Cerner
- City of Melbourne
- Coca- Cola
- Cocktails Against Cancer
- Coors Light
- Cooper Hewitt, Smithsonian Design Museum
- Credit Suisse
- Deloitte
- Fern by Haworth
- Fred Hutch
- Global Handwashing Day
- IBM 100 Icons of Progress
- IBM Watson
- Jawwy from STC
- Laughing Cow
- LinkedIn China
- Mack Trucks
- Mastercard
- Mozilla
- Mural Arts Philadelphia
- NIZUC Resort & Spa
- NO MORE
- Ohio & Erie Canalway
- Peru
- Philadelphia Museum of Art
- Pitney Bowes
- PNC
- Quartz
- (RED)
- RideKC Streetcar