Designing Brand Identity: A Complete Guide to Creating,...

Features

• Cover Type: Hard Cover with 288 pages
• Published by: Wiley
• Edition: 2nd Edition March 10, 2006
• Written in: English
• ISBN 10 Number: 0471746843
• ISBN 13 Number: 978-0471746843
• Book Dimensions: 11 x 8.4 x 0.8 inches
• Weighs: 2.5 pounds

Product Review
"the new edition of this well-regarded book is a joyan inspiring and powerful toolkit" (The Marketer, May 2006)

Product Description
This 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, the 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.

Reader Reviews
This review is from: Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands (Hardcover) This *is* a great book when it comes to showing how to put together a coherent, soup-to-nuts identity program. But the title of the book is misleading - there's very little in this book about actually creating, building or maintaining strong brands per se. This wilfully confuses the logo for the company behind the logo. As Paul Rand once said of his logo for the ABC television network, it wasn't a matter of whether his logo lived up to the network, but whether the network lived up to the logo! The brand process involves a lot of non-graphical thought regarding the spirit or essence of what that organization is all about. "Is that an IBM thing to do?" The brand identity is, at best, only the surface expression: the brand is the idea of the company in its customers' minds. In that sense, creating and maintaining a strong brand is really about having clear direction, consistent policies and actions, and understanding that markets are conversations, not about whether the carpet matches the business cards and the Web site. Comment | | (Report this)