Designing Brand Identity: An Essential Guide for the Whole Branding Team, Fourth Edition

  • 4h 20m
  • Alina Wheeler
  • John Wiley & Sons (US)
  • 2013

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 brands
  • 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

About the Author

Alina Wheeler is a branding consultant and author. Her business is managing perception, her service is strategic imagination, and her passion is branding. She uses an engaging process to achieve brand clarity, revitalize brands, and re-energize collaborators. Designing Brand Identity has been translated into Chinese, Korean, Polish, Portuguese, Russian, and Vietnamese. Wheeler has also coauthored Brand Atlas: Branding Intelligence Made Visible.

In this Book

  • Brand Basics
  • Brand Ideals
  • Brand Elements
  • Brand Dynamics
  • Before and After
  • Process Basics
  • Phase 1 Conducting Research
  • Phase 2 Clarifying Strategy
  • Phase 3 Designing Identity
  • Phase 4 Creating Touchpoints
  • Phase 5 Managing Assets
  • Case Studies