Designing brand identity : an essential guide for the whole branding team

A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand

From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands.

Features more than 30 all-new case studies showing best practices and world-class Updated to include more than 35 percent new material Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity

• Brand Basics p. 2
• What is brand? p. 4
• What is brand identity? p. 6
• What is branding? p. 8
• Who are stakeholders? p. 10
• Why invest? p. 00
• Insight p. 12
• Brand strategy p. 14
• Positioning p. 16
• Big idea p. 18
• Customer experience p. 20
• Names p. 22
• Brand architecture p. 24
• Taglines p. 26
• Staying on message p. 28
• Cross culture Brand Ideals p. 30
• Overview p. 32
• Vision p. 34
• Meaning p. 36
• Authenticity p. 42
• Coherence p. 44
• Flexibility p. 46
• Commitment p. 48
• Value p. 38
• Differentiation p. 40
• Durability Brand elements p. 50
• Brandmarks p. 52
• Sequence of cognition p. 54
• Wordmarks p. 56
• Letterform marks p. 58
• Pictorial marks p. 60
• Abstract marks p. 62
• Emblems p. 64
• Characters p. 66
• Look and feel Brand forces p. 68
• Overview p. 70
• Make a difference p. 72
• Social media p. 00
• Apps p. 00
• Touch p. 00
• Video p. 00
• Art and Science p. 00
• China p. 74
• Brand licensing p. 76
• Private labeling p. 78
• Certification p. 00
• Crisis Communications p. 80
• Personal branding Before and after p. 82
• Private label p. 84
• Redesign p. 86
• Packaging Process basics p. 90
• A process for success p. 92
• Managing the process p. 94
• Measuring success p. 96
• Collaboration p. 98
• Decision making p. 100
• Intellectual property Phase p. 1
• Conducting research p. 102
• Overview p. 104
• Market research p. 106
• Usability p. 108
• Marketing audit p. 110
• Competitive audit p. 112
• Language audit p. 114
• Audit readout
• Phase 2 p. 116
• Overview p. 118
• Narrowing the focus p. 120
• Brand brief p. 122
• Naming p. 000
• Renaming Phase p. 3
• Designing identity p. 124
• Overview p. 126
• Logotype + signature p. 128
• Color p. 130
• More color p. 132
• Typography p. 134
• Sound p. 136
• Animation p. 138
• Trial applications p. 140
• Presentation Phase p. 4
• Creating touchpoints p. 142
• Overview p. 144
• Trademark process p. 146
• Letterhead p. 148
• Business card p. 150
• Collateral p. 152
• Website p. 154
• Favicons p. 156
• Signage p. 158
• Product design p. 160
• Packaging p. 162
• Advertising p. 164
• Environments p. 166
• Vehicles p. 168
• Uniforms p. 170
• Ephemera Phase p. 5
• Managing assets p. 172
• Overview p. 174
• Changing brand identity p. 176
• Launching brand identity p. 178
• Building brand champions p. 180
• Internal design teams p. 182
• Brand books p. 184
• Standards content p. 186
• Standards + guidelines p. 188
• Online branding tools p. 190
• Reproduction files p. 192
• Global metrics
• Case studies