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Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition

ISBN: 978-1-118-09920-9
336 pages
November 2012
Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition (1118099206) cover image
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
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Brand basics

2 What is brand?

4 What is brand identity?

6 What is branding?

8 Who are stakeholders?

10 Why invest?

12 Brand strategy

14 Cross cultures

16 Big idea

18 Customer experience

20 Brand architecture

22 Names

24 Taglines

26 Staying on message

Brand ideals

28 Overview

30 Vision

32 Meaning

34 Authenticity

36 Coherence

38 Flexibility

40 Commitment

42 Value

44 Differentiation

46 Sustainability

Brand elements

48 Brandmarks

50 Sequence of cognition

52 Wordmarks

54 Letterform marks

56 Pictorial marks

58 Abstract marks

60 Emblems

62 Dynamic marks

64 Characters

Brand dynamics

66 Overview

68 Making a difference

70 Social media

72 Mobile

74 Apps

76 Touch

78 Video

80 China

82 Private labeling

84 Brand licensing

86 Certification

88 Crisis communications

90 Personal branding

Before and after

92 Overview

94 Redesign

98 Packaging

Process basics

102 A process for success

104 Managing the process

106 Measuring success

108 Collaboration

110 Decision making

112 Intellectual property

114 Design management

Phase 1

Conducting research

116 Overview

118 Insight

120 Market research

122 Usability testing

124 Marketing audit

126 Competitive audit

128 Language audit

130 Audit readout

Phase 2

Clarifying strategy

132 Overview

134 Narrowing the focus

136 Positioning

138 Brand brief

140 Naming

142 Renaming

Phase 3

Designing identity

144 Overview

146 Logotype + signature

148 Look and feel

150 Color

152 More color

154 Typography

156 Sound

158 Animation

160 Trial applications

162 Presentation

Phase 4

Creating touchpoints

164 Overview

166 Website

168 Favicons

170 Correspondence

172 Business card

174 Collateral

176 Signage

178 Product design

180 Packaging

182 Advertising

184 Environments

186 Vehicles

188 Uniforms

190 Ephemera

Phase 5

Managing assets

192 Overview

194 Changing brand identity

196 Launching brand identity

198 Building brand champions

200 Brand books

202 Standards + guidelines

204 Standards content

206 Online branding tools

208 Reproduction files

Case studies

212 ACHC

214 ACLU

216 Adobe Community SwApp

218 Aether Apparel

220 Amazon.com

222 Beeline

224 Bela União

226 Beltline Bike Shop

228 California Academy of Sciences

230 Carnegie Fabrics

232 Chatype

234 Coca-Cola

236 Deloitte

238 Everwines

240 GE Brand Central

242 GE Sponsorship Central

244 Global Handwashing Day

246 Good Housekeeping Seal

248 Healthy Child Healthy World

250 Herman Miller

252 High Line

254 IBM 100 Icons of Progress

256 IBM Watson

258 Ieper

260 Inkling

262 Johnson Controls

264 Kleenex

266 L’Arte del Gelato

268 Laura Zindel

270 Minnesota Historical Society

272 MoMA

274 Nizuc

276 NO MORE

278 Olympic Games

280 Peru

282 PNC

284 (RED)

286 Santos Brasil

288 Schoolhouse Electric & Supply Co.

290 Slice

292 SocialMedia.org

294 Spectrum Health System

296 SPIN!

298 Starbucks

300 SUGARFISH

302 Tunerfish

304 U by Kotex

306 Unstuck

308 Vueling

310 Willoughby Design Barn

312 Wonderopolis

314 Biliography

316 Index

326 About the author

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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.

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"The fourth edition of "Designing Brand Identity" is a truly comprehensive resource of definitions, explanations, insights, and examples of what it means to do outstanding brand identity work. Alina's new book is a must-have for anyone that is interested in brand identity development." (LiquidAgency.com, 3/5/13)
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Instructors Resources
Wiley Instructor Companion Site
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Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition (US $45.00)

-and- Brand Atlas: Branding Intelligence Made Visible (US $29.95)

Total List Price: US $74.95
Discounted Price: US $56.21 (Save: US $18.74)

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