{"product_id":"designing-brand-identity-isbn-9781118980828","title":"Designing Brand Identity","description":"\u003cb\u003eDesigning Brand Identity\u003c\/b\u003e \u003cp\u003eDesign\/Business  \u003c\/p\u003e\u003cp\u003eWhether you’re the project manager for your company’s rebrand, or you need to educate your staff or your students about brand fundamentals, \u003ci\u003eDesigning Brand Identity\u003c\/i\u003e is the quintessential resource. From research to brand strategy to design execution, launch and governance, \u003ci\u003eDesigning Brand identity\u003c\/i\u003e is a compendium of tools for branding success and best practices for inspiration.  \u003c\/p\u003e\u003cp\u003e3 sections: brand fundamentals, process basics, and case studies. \u003cbr\u003e Over 100 branding subjects, checklists, tools, and diagrams.\u003cbr\u003e 50 case studies that describe goals, process, strategy, solution, and results.\u003cbr\u003e Over 700 illustrations of brand touchpoints. \u003cbr\u003e More than 400 quotes from branding experts, CEOs, and design gurus. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eDesigning Brand Identity\u003c\/i\u003e is a comprehensive, pragmatic, and easy-to-understand resource for all brand builders—global and local. It’s an essential reference for implementing an entire brand system. \u003cbr\u003e Carlos Martinez Onaindia \u003cbr\u003e Global Brand Studio Leader \u003cbr\u003e Deloitte  \u003c\/p\u003e\u003cp\u003eAlina Wheeler explains better than anyone else what identity design is and how it functions. There’s a reason this is the 5th edition of this classic. \u003cbr\u003e Paula Scher \u003cbr\u003e Partner \u003cbr\u003e Pentagram  \u003c\/p\u003e\u003cp\u003e\u003ci\u003eDesigning Brand Identity\u003c\/i\u003e is the book that first taught me how to build brands. For the past decade, it’s been my blueprint for using design to impact people, culture, and business. \u003cbr\u003e Alex Center \u003cbr\u003e Design Director \u003cbr\u003e The Coca-Cola Company  \u003c\/p\u003e\u003cp\u003eAlina Wheeler’s book has helped so many people face the daunting challenge of defining their brand. \u003cbr\u003e Andrew Ceccon \u003cbr\u003e Executive Director, Marketing \u003cbr\u003e FS Investments  \u003c\/p\u003e\u003cp\u003eIf branding was a religion, Alina Wheeler would be its goddess, and \u003ci\u003eDesigning Brand Identity\u003c\/i\u003e its bible. \u003cbr\u003e Olka Kazmierczak \u003cbr\u003e Founder \u003cbr\u003e Pop Up Grupa  \u003c\/p\u003e\u003cp\u003eThe 5th edition of \u003ci\u003eDesigning Brand Identity\u003c\/i\u003e is the Holy Grail. This book is the professional gift you have always wanted. \u003cbr\u003e Jennifer Francis \u003cbr\u003e Director of Marketing, Communications, and Visitor Experience \u003cbr\u003e Louvre Abu Dhabi \u003c\/p\u003e\u003cp\u003eThe book lab ii\u003c\/p\u003e \u003cp\u003eForeword x\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1 presents the fundamental concepts needed to jumpstart the branding process and creates a shared vocabulary for the entire team\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBasics \u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBrand basics\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrand 2\u003c\/p\u003e \u003cp\u003eBrand identity 4\u003c\/p\u003e \u003cp\u003eBranding 6\u003c\/p\u003e \u003cp\u003eBrand governance 8\u003c\/p\u003e \u003cp\u003eBrand strategy 10\u003c\/p\u003e \u003cp\u003eWhy invest 12\u003c\/p\u003e \u003cp\u003eStakeholders 14\u003c\/p\u003e \u003cp\u003eCulture 16\u003c\/p\u003e \u003cp\u003eCustomer experience 18\u003c\/p\u003e \u003cp\u003eCross cultures 20\u003c\/p\u003e \u003cp\u003eBrand architecture 22\u003c\/p\u003e \u003cp\u003eSymbols 24\u003c\/p\u003e \u003cp\u003eNames 26\u003c\/p\u003e \u003cp\u003eTaglines 28\u003c\/p\u003e \u003cp\u003eStaying on message 30\u003c\/p\u003e \u003cp\u003eBig idea 32\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBrand ideals\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 34\u003c\/p\u003e \u003cp\u003eVision 36\u003c\/p\u003e \u003cp\u003eMeaning 38\u003c\/p\u003e \u003cp\u003eAuthenticity 40\u003c\/p\u003e \u003cp\u003eCoherence 42\u003c\/p\u003e \u003cp\u003eFlexibility 44\u003c\/p\u003e \u003cp\u003eCommitment 46\u003c\/p\u003e \u003cp\u003eValue 48\u003c\/p\u003e \u003cp\u003eDifferentiation 50\u003c\/p\u003e \u003cp\u003eLongevity 52\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBrand elements\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrandmarks 54\u003c\/p\u003e \u003cp\u003eWordmarks 56\u003c\/p\u003e \u003cp\u003eLetterform marks 58\u003c\/p\u003e \u003cp\u003ePictorial marks 60\u003c\/p\u003e \u003cp\u003eAbstract marks 62\u003c\/p\u003e \u003cp\u003eEmblems 64\u003c\/p\u003e \u003cp\u003eDynamic marks 66\u003c\/p\u003e \u003cp\u003eCharacters 68\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBrand dynamics\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTrends 70\u003c\/p\u003e \u003cp\u003eMaking a difference 72\u003c\/p\u003e \u003cp\u003eBig data analytics 74\u003c\/p\u003e \u003cp\u003eSocial media 76\u003c\/p\u003e \u003cp\u003eSmartphones 78\u003c\/p\u003e \u003cp\u003eApps 80\u003c\/p\u003e \u003cp\u003ePrivate labeling 82\u003c\/p\u003e \u003cp\u003eBrand licensing 84\u003c\/p\u003e \u003cp\u003eCertification 86\u003c\/p\u003e \u003cp\u003eCrisis communications 88\u003c\/p\u003e \u003cp\u003ePersonal branding 90\u003c\/p\u003e \u003cp\u003eChina 92\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBefore and after\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrandmark redesign 94\u003c\/p\u003e \u003cp\u003ePackaging redesign 100\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2 presents a universal process regardless of the project’s scope and nature. This section answers the question “Why does it take so long?”\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eProcess \u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eProcess basics\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA process for success 104\u003c\/p\u003e \u003cp\u003eManaging the process 106\u003c\/p\u003e \u003cp\u003eBrand initiatives 108\u003c\/p\u003e \u003cp\u003eMeasuring success 110\u003c\/p\u003e \u003cp\u003eCollaboration 112\u003c\/p\u003e \u003cp\u003eDecision making 114\u003c\/p\u003e \u003cp\u003eIntellectual property 116\u003c\/p\u003e \u003cp\u003eDesign management 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePhase 1 Conducting research\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 120\u003c\/p\u003e \u003cp\u003eInsight 122\u003c\/p\u003e \u003cp\u003eMarket research 124\u003c\/p\u003e \u003cp\u003eUsability testing 126\u003c\/p\u003e \u003cp\u003eMarketing audit 128\u003c\/p\u003e \u003cp\u003eCompetitive audit 130\u003c\/p\u003e \u003cp\u003eLanguage audit 132\u003c\/p\u003e \u003cp\u003eAudit readout 134\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePhase 2 Clarifying strategy\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 136\u003c\/p\u003e \u003cp\u003eNarrowing the focus 138\u003c\/p\u003e \u003cp\u003ePositioning 140\u003c\/p\u003e \u003cp\u003eBrand brief 142\u003c\/p\u003e \u003cp\u003eNaming 144\u003c\/p\u003e \u003cp\u003eRenaming 146\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePhase 3 Designing identity\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 148\u003c\/p\u003e \u003cp\u003eIdentity system design 150\u003c\/p\u003e \u003cp\u003eLook and feel 152\u003c\/p\u003e \u003cp\u003eColor 154\u003c\/p\u003e \u003cp\u003eMore color 156\u003c\/p\u003e \u003cp\u003eTypography 158\u003c\/p\u003e \u003cp\u003eSound 160\u003c\/p\u003e \u003cp\u003eTrial applications 162\u003c\/p\u003e \u003cp\u003ePresentation 164\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePhase 4 Creating touchpoints\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 166\u003c\/p\u003e \u003cp\u003eContent strategy 168\u003c\/p\u003e \u003cp\u003eWebsite 170\u003c\/p\u003e \u003cp\u003eCollateral 172\u003c\/p\u003e \u003cp\u003eStationery 174\u003c\/p\u003e \u003cp\u003eSignage 176\u003c\/p\u003e \u003cp\u003eProduct design 178\u003c\/p\u003e \u003cp\u003ePackaging 180\u003c\/p\u003e \u003cp\u003eAdvertising 182\u003c\/p\u003e \u003cp\u003ePlacemaking 184\u003c\/p\u003e \u003cp\u003eVehicles 186\u003c\/p\u003e \u003cp\u003eUniforms 188\u003c\/p\u003e \u003cp\u003eEphemera 190\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePhase 5 Managing assets\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 192\u003c\/p\u003e \u003cp\u003eChanging brand assets 194\u003c\/p\u003e \u003cp\u003eLaunching 196\u003c\/p\u003e \u003cp\u003eBuilding brand champions 198\u003c\/p\u003e \u003cp\u003eBrand books 200\u003c\/p\u003e \u003cp\u003eGuidelines 202\u003c\/p\u003e \u003cp\u003eGuidelines content 204\u003c\/p\u003e \u003cp\u003eOnline brand centers 206\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3 showcases best practices. Local and global, public and private, these projects inspire and exemplify original, flexible, lasting solutions\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBest Practices\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCase studies\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eACHC 210\u003c\/p\u003e \u003cp\u003eACLU 212\u003c\/p\u003e \u003cp\u003eAction Against Hunger 214\u003c\/p\u003e \u003cp\u003eAdanu 216\u003c\/p\u003e \u003cp\u003eAmazon.com 218\u003c\/p\u003e \u003cp\u003eAnsible 220\u003c\/p\u003e \u003cp\u003eBeeline 222\u003c\/p\u003e \u003cp\u003eBoston Consulting Group 224\u003c\/p\u003e \u003cp\u003eBoy Scouts of America 226\u003c\/p\u003e \u003cp\u003eBudweiser 228\u003c\/p\u003e \u003cp\u003eCerner 230\u003c\/p\u003e \u003cp\u003eCity of Melbourne 232\u003c\/p\u003e \u003cp\u003eCoca-Cola 234\u003c\/p\u003e \u003cp\u003eCocktails Against Cancer 236\u003c\/p\u003e \u003cp\u003eCoors Light 238\u003c\/p\u003e \u003cp\u003eCooper Hewitt 240\u003c\/p\u003e \u003cp\u003eCredit Suisse 242\u003c\/p\u003e \u003cp\u003eDeloitte 244\u003c\/p\u003e \u003cp\u003eFern by Haworth 246\u003c\/p\u003e \u003cp\u003eFred Hutch 248\u003c\/p\u003e \u003cp\u003eGlobal Handwashing Day 250\u003c\/p\u003e \u003cp\u003eIBM 100 Icons of Progress 252\u003c\/p\u003e \u003cp\u003eIBM Watson 254\u003c\/p\u003e \u003cp\u003eJawwy from STC 256\u003c\/p\u003e \u003cp\u003eLaughing Cow 258\u003c\/p\u003e \u003cp\u003eLinkedIn China 260\u003c\/p\u003e \u003cp\u003eMack Trucks 262\u003c\/p\u003e \u003cp\u003eMastercard 264\u003c\/p\u003e \u003cp\u003eMozilla 266\u003c\/p\u003e \u003cp\u003eMural Arts Philadelphia 268\u003c\/p\u003e \u003cp\u003eNIZUC 270\u003c\/p\u003e \u003cp\u003eNO MORE 272\u003c\/p\u003e \u003cp\u003eOhio \u0026amp; Erie Canalway 274\u003c\/p\u003e \u003cp\u003ePeru 276\u003c\/p\u003e \u003cp\u003ePhiladelphia Museum of Art 278\u003c\/p\u003e \u003cp\u003ePitney Bowes 280\u003c\/p\u003e \u003cp\u003ePNC 282\u003c\/p\u003e \u003cp\u003eQuartz 284\u003c\/p\u003e \u003cp\u003e(RED) 286\u003c\/p\u003e \u003cp\u003eRideKC Streetcar 288\u003c\/p\u003e \u003cp\u003eSantos Brasil 290\u003c\/p\u003e \u003cp\u003eShinola Detroit 292\u003c\/p\u003e \u003cp\u003eSmithsonian National Air and Space Museum 294\u003c\/p\u003e \u003cp\u003eSocialSecurity.gov 296\u003c\/p\u003e \u003cp\u003eSouthwest Airlines 298\u003c\/p\u003e \u003cp\u003eSpectrum Health System 300\u003c\/p\u003e \u003cp\u003eStarbucks 302\u003c\/p\u003e \u003cp\u003eSydney Opera House 304\u003c\/p\u003e \u003cp\u003eUnstuck 306\u003c\/p\u003e \u003cp\u003eVueling 308\u003c\/p\u003e \u003cp\u003eBibliography 310\u003c\/p\u003e \u003cp\u003eIndex: Brands 312\u003c\/p\u003e \u003cp\u003eIndex: People 316\u003c\/p\u003e \u003cp\u003eIndex: Firms 318\u003c\/p\u003e \u003cp\u003eHow to use this book 319\u003c\/p\u003e \u003cp\u003eDesign\/Business \u003c\/p\u003e \u003cp\u003eWhether you’re the project manager for your company’s rebrand, or you need to educate your staff or your students about brand fundamentals, \u003ci\u003eDesigning Brand Identity\u003c\/i\u003e is the quintessential resource. From research to brand strategy to design execution, launch and governance, \u003ci\u003eDesigning Brand identity\u003c\/i\u003e is a compendium of tools for branding success and best practices for inspiration.  \u003c\/p\u003e\u003cp\u003e3 sections: brand fundamentals, process basics, and case studies. \u003cbr\u003e Over 100 branding subjects, checklists, tools, and diagrams.\u003cbr\u003e 50 case studies that describe goals, process, strategy, solution, and results.\u003cbr\u003e Over 700 illustrations of brand touchpoints. \u003cbr\u003e More than 400 quotes from branding experts, CEOs, and design gurus. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eDesigning Brand Identity\u003c\/i\u003e is a comprehensive, pragmatic, and easy-to-understand resource for all brand builders—global and local. It’s an essential reference for implementing an entire brand system. \u003cbr\u003e Carlos Martinez Onaindia \u003cbr\u003e Global Brand Studio Leader \u003cbr\u003e Deloitte  \u003c\/p\u003e\u003cp\u003eAlina Wheeler explains better than anyone else what identity design is and how it functions. There’s a reason this is the 5th edition of this classic. \u003cbr\u003e Paula Scher \u003cbr\u003e Partner \u003cbr\u003e Pentagram  \u003c\/p\u003e\u003cp\u003e\u003ci\u003eDesigning Brand Identity\u003c\/i\u003e is the book that first taught me how to build brands. For the past decade, it’s been my blueprint for using design to impact people, culture, and business. \u003cbr\u003e Alex Center \u003cbr\u003e Design Director \u003cbr\u003e The Coca-Cola Company  \u003c\/p\u003e\u003cp\u003eAlina Wheeler’s book has helped so many people face the daunting challenge of defining their brand. \u003cbr\u003e Andrew Ceccon \u003cbr\u003e Executive Director, Marketing \u003cbr\u003e FS Investments  \u003c\/p\u003e\u003cp\u003eIf branding was a religion, Alina Wheeler would be its goddess, and \u003ci\u003eDesigning Brand Identity\u003c\/i\u003e its bible. \u003cbr\u003e Olka Kazmierczak \u003cbr\u003e Founder \u003cbr\u003e Pop Up Grupa  \u003c\/p\u003e\u003cp\u003eThe 5th edition of \u003ci\u003eDesigning Brand Identity\u003c\/i\u003e is the Holy Grail. This book is the professional gift you have always wanted. \u003cbr\u003e Jennifer Francis \u003cbr\u003e Director of Marketing, Communications, and Visitor Experience \u003cbr\u003e Louvre Abu Dhabi\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989047951589,"sku":"NP9781118980828","price":53.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118980828.jpg?v=1761782578","url":"https:\/\/k12savings.com\/es\/products\/designing-brand-identity-isbn-9781118980828","provider":"K12savings","version":"1.0","type":"link"}