Book of Branding

Book of Branding

The book is an addition to the start-up toolkit, designed for entrepreneurs, founders, visual designers, brand creators and anyone seeking to decode the world of brand identity.

Author: Radim Malinic

Publisher:

ISBN: 0993540031

Category:

Page: 256

View: 951

Categories:

The Definitive Book of Branding

The Definitive Book of Branding

The book walks the reader through the different ways in which brands drive the company’s strategy, bring meaning to employees, instil passion in consumers, and maintain their appeal over time and across countries.

Author: Kartikeya Kompella

Publisher: SAGE Publications India

ISBN: 9789351501046

Category: Business & Economics

Page: 440

View: 243

With the growing body of knowledge on branding, there are now more facets of branding that brand custodians need to know than ever before. A unique compilation of branding experts, The Definitive Book of Branding addresses the needs of branding professionals across the world. The book walks the reader through the different ways in which brands drive the company’s strategy, bring meaning to employees, instil passion in consumers, and maintain their appeal over time and across countries. It does not look only at the marketing aspect of brands but also at the organizational aspects of branding, which provides a holistic approach to the subject.
Categories: Business & Economics

Creating a Brand Identity A Guide for Designers

Creating a Brand Identity  A Guide for Designers

This bestselling book is ideal for students, professionals and agencies working in the fields of: • Graphic Design • Branding • Brand Management • Advertising • Marketing • Communications Authored by design and branding expert, ...

Author: Catharine Slade-Brooking

Publisher: Laurence King Publishing

ISBN: 1780675623

Category: Design

Page: 160

View: 372

Creating A Brand Identity is a complex challenge for the graphic designer. It requires practical design skills and creative drive as well as an understanding of marketing and consumer behaviour. This practical handbook is a comprehensive introduction to this creative process. Exercises and examples highlight the key activities undertaken by designers to create a successful brand identity, including defining the audience, analyzing competitors, creating mood boards, naming brands, designing logos, presenting to clients and launching the new identity. Case studies throughout the book are illustrated with brand identities from around the world, including a diverse range of industries such as digital media, fashion, advertising, product design, packaging, retail and more. Filled with tips and tricks on research, design and testing, this is essential reading for students, graduates and working designers exploring this area for the first time.
Categories: Design

Branding

Branding

The ultimate step-by-step visual guide to creating a successful brand, using contemporary brand identities as prototypes

Author: Michael Johnson

Publisher:

ISBN: 0500518963

Category:

Page: 320

View: 839

The ultimate step-by-step visual guide to creating a successful brand, using contemporary brand identities as prototypes
Categories:

Identity Designed

Identity Designed

Ideal for students of design, independent designers, and entrepreneurs who want to expand their understanding of effective design in business, Identity Designed is the definitive guide to visual branding.

Author: David Airey

Publisher: Rockport Publishers

ISBN: 9781631595943

Category: Design

Page: 288

View: 731

Ideal for students of design, independent designers, and entrepreneurs who want to expand their understanding of effective design in business, Identity Designed is the definitive guide to visual branding. Written by best-selling writer and renowned designer David Airey, Identity Designed formalizes the process and the benefits of brand identity design and includes a substantial collection of high-caliber projects from a variety of the world’s most talented design studios. You’ll see the history and importance of branding, a contemporary assessment of best practices, and how there’s always more than one way to exceed client expectations. You’ll also learn a range of methods for conducting research, defining strategy, generating ideas, developing touchpoints, implementing style guides, and futureproofing your designs. Each identity case study is followed by a recap of key points. The book includes projects by Lantern, Base, Pharus, OCD, Rice Creative, Foreign Policy, Underline Studio, Fedoriv, Freytag Anderson, Bedow, Robot Food, Together Design, Believe in, Jack Renwick Studio, ico Design, and Lundgren+Lindqvist. Identity Designed is a must-have, not only for designers, but also for entrepreneurs who want to improve their work with a greater understanding of how good design is good business.
Categories: Design

Brands and Branding

Brands and Branding

This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organisations should make the brand their central organising principle, guiding every decision and every action.

Author: Rita Clifton

Publisher: John Wiley & Sons

ISBN: 1576603504

Category: Business & Economics

Page: 284

View: 945

With contributions from leading brand experts around the world, this valuable resource delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization. Although the balance sheet may not even put a value on it, a company’s brand or its portfolio of brands is its most valuable asset. For well-known companies it has been calculated that the brand can account for as much as 80 percent of their market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organisations should make the brand their central organising principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the anti-globalisation movement that brands are bullies which do harm, this second edition of Brands and Branding provides an expert review of best practice in branding, covering everything from brand positioning to brand protection, visual and verbal identity and brand communications. Lastly, the third part of the book looks at trends in branding, branding in Asia, especially in China and India, brands in a digital world and the future for brands. Written by 19 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand.
Categories: Business & Economics

Aaker on Branding

Aaker on Branding

An expert presents in a compact form the 20 essential principles of branding that will lead to the creation of strong brands.

Author: David Aaker

Publisher: Morgan James Publishing

ISBN: 9781614488323

Category: Business & Economics

Page: 220

View: 890

An expert presents in a compact form the 20 essential principles of branding that will lead to the creation of strong brands.
Categories: Business & Economics

Brands and Branding

Brands and Branding

Here are seven reasons why: It’s introductory, aimed at undergraduate students or postgrads without a bachelor degree in business and assumes nothing more than readers’ awareness of high profile brands such as Coca-Cola, Microsoft and ...

Author: Stephen Brown

Publisher: SAGE

ISBN: 9781473987289

Category: Business & Economics

Page: 296

View: 445

Lecturers/Instructors - Request a free digital inspection copy here A fun and humorous introductory book, written in Stephen Brown's entertaining and highly distinctive style, that introduces curious readers to the key components of brands and helps them to begin to make sense of them - what they are, what they do, why and how - using plenty of examples and references drawn from a wide range brands such as Amazon, Apple, Google, Gucci, Nike, Nintendo, Starbucks, Swatch and The Worst Hotel in the World. With 3,000 branding books published each year, why would you (or your students) want to read Brands & Branding? Here are seven reasons why: It’s introductory, aimed at undergraduate students or postgrads without a bachelor degree in business and assumes nothing more than readers’ awareness of high profile brands such as Coca-Cola, Microsoft and Chanel It’s indicative, focusing on the basics and thus being a more reliable revision aid than Lucozade It’s immersive, taking readers on a journey and, working on the assumption that they have smartphones or tablet computers to hand, the print text links to images, articles and academic publications to give emphasis and context where appropriate. It’s inclusive, considering articles and reports but also blogs, novels, newspapers, reviews, social media and other sources It’s irreverent – branding is not always a deadly serious business! It’s intimate, Stephen speaks to you directly and together you will pick your way through the sometimes weird and unfailingly wonderful world of brands and branding using examples rather than abstract ideas to illustrate points. It’s inspirational, celebrating the curious and successful stories of brands from Cillit Bang to Cacharel Suitable for first and second year marketing or advertising students, and for those new to or interested in branding and who are keen to know more.
Categories: Business & Economics

Branding for the Public Sector

Branding for the Public Sector

Additionally, the book highlights the future of public sector branding and how organizations in the public sector may be a key driver of economic growth and prosperity through the twenty-first century.

Author: Paul Temporal

Publisher: John Wiley & Sons

ISBN: 9781118756317

Category: Business & Economics

Page: 288

View: 240

Describes how nonprofit organizations are turning to branding strategies provided by traditional for-profit companies to formulate and fine tune their image and provides case studies and examples of powerful and effective campaigns that have been launched for the public sector.
Categories: Business & Economics

The Brand Gap Revised Edition

The Brand Gap  Revised Edition

THE BRAND GAP is the first book to present a unified theory of brand-building.

Author: Marty Neumeier

Publisher: Peachpit Press

ISBN: 032164882X

Category: Computers

Page: 208

View: 107

THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn: • the new definition of brand • the five essential disciplines of brand-building • how branding is changing the dynamics of competition • the three most powerful questions to ask about any brand • why collaboration is the key to brand-building • how design determines a customer’s experience • how to test brand concepts quickly and cheaply • the importance of managing brands from the inside • 220-word brand glossary From the back cover: Not since McLuhan’s THE MEDIUM IS THE MESSAGE has a book compressed so many ideas into so few pages. Using the visual language of the boardroom, Neumeier presents the first unified theory of branding—a set of five disciplines to help companies bridge the gap between brand strategy and customer experience. Those with a grasp of branding will be inspired by the new perspectives they find here, and those who would like to understand it better will suddenly “get it.” This deceptively simple book offers everyone in the company access to “the most powerful business tool since the spreadsheet.”
Categories: Computers

Designing Brand Identity

Designing Brand Identity

There’s a reason this is the 5th edition of this classic. Paula Scher Partner Pentagram Designing Brand Identity is the book that first taught me how to build brands.

Author: Alina Wheeler

Publisher: John Wiley & Sons

ISBN: 9781118980828

Category: Design

Page: 336

View: 578

Whether you're the project manager for your company's rebrand, or you need to educate your staff or your students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy to design execution, launch, and governance, Designing Brand Identity is a compendium of tools for branding success and best practices for inspiration. 3 sections: brand fundamentals, process basics, and case studies. Over 100 branding subjects, checklists, tools, and diagrams. 50 case studies that describe goals, process, strategy, solution, and results. Over 700 illustrations of brand touchpoints. More than 400 quotes from branding experts, CEOs, and design gurus. "Designing Brand Identity 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." - Carlos Martinez Onaindia, Global Brand Studio Leader, Deloitte "Alina 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." - Paula Scher, Partner, Pentagram "Designing Brand Identity 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." - Alex Center, Design Director, The Coca-Cola Company "Alina Wheeler's book has helped so many people face the daunting challenge of defining their brand." - Andrew Ceccon, Executive Director, Marketing, FS Investments "If branding was a religion, Alina Wheeler would be its goddess, and Designing Brand Identity its bible." - Olka Kazmierczak, Founder, Pop Up Grupa "The 5th edition of Designing Brand Identity is the Holy Grail. This book is the professional gift you have always wanted." - Jennifer Francis, Director of Marketing, Communications, and Visitor Experience, Louvre Abu Dhabi
Categories: Design

Emotional Branding

Emotional Branding

Design in this book is considered a new media, the web a place where people will share information and communicate, architecture a part of the brand building process, and people as the most powerful element of any branding strategy.

Author: Marc Gobe

Publisher: Allworth

ISBN: 1581156723

Category: Business & Economics

Page: 352

View: 650

Emotional Branding is the best selling revolutionary business book that has created a movement in branding circles by shifting the focus from products to people. The “10 Commandments of Emotional Branding” have become a new benchmark for marketing and creative professionals, emotional branding has become a coined term by many top industry experts to express the new dynamic that exists now between brands and people. The emergence of social media, consumer empowerment and interaction were all clearly predicted in this book 10 years ago around the new concept of a consumer democracy. In this updated edition, Marc Gobé covers how social media helped elect Barack Obama to the White House, how the idea behind Twitter is transforming our civilization, and why new generations are re-inventing business, commerce, and management as we know it by leveraging the power of the web. In studying the role of women as "shoppers in chief, "and defining the need to look at the marketplace by recognizing differences in origins, cultures, and choices, Emotional Branding foresaw the break up of mass media to more targeted and culturally sensitive modes of communications. As the first marketing book ever to study the role of the LGBTQ community as powerful influencers for many brands, Emotional Branding opened the door to a renewed sensitivity toward traditional research that privilege individuality and the power of the margins to be at the center of any marketing strategy. A whole segment in the book looks at the role of the senses in branding and design. The opportunity that exists in understanding how we feel about a brand determines how much we want to buy. By exploring the 5 senses, Emotional Branding shows how some brands have built up their businesses by engaging in a sensory interaction with their consumers. Emotional Branding explores how effective consumer interaction needs to be about senses and feelings, emotions and sentiments. Not unlike the Greek culture that used philosophy, poetry, music, and the art of discussion and debate to stimulate the imagination, the concept of emotional branding establishes the forum in which people can convene and push the limits of their creativity. Through poetry the Greeks invented mathematics, the basis of science, sculpture, and drama. Unless we focus on humanizing the branding process we will lose the powerful emotional connection people have with brands. Critics hailed Emotional Branding as a breakthrough and a fresh approach to building brands. Design in this book is considered a new media, the web a place where people will share information and communicate, architecture a part of the brand building process, and people as the most powerful element of any branding strategy. Most importantly, it emphasizes the need to transcend the traditional language of marketing--from one based on statistics and data to a visually compelling new form of communication that fosters creativity and innovation. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.
Categories: Business & Economics

How to Style Your Brand

How to Style Your Brand

In this comprehensive workbook, Fiona Humberstone will walk you through the process of styling your brand.

Author: Fiona Humberstone

Publisher:

ISBN: 0956454534

Category: Branding (Marketing)

Page: 208

View: 860

The right brand identity has the power to attract, engage and compel people to do business with you. But for many entrepreneurs, creating an effective brand can be a challenge. Whether you're a start-up on a lemonade budget, or a seasoned entrepreneur planning on working with a professional, an understanding of the process is essential. In this comprehensive workbook, Fiona Humberstone will walk you through the process of styling your brand. From finding your focus, creating an inspirational vision and unlocking the power of colour psychology; Fiona will help you understand the design details that will make your business irresistible. How to Style Your Brand will ensure you get your branding right, first time. In How to Style Your Brand, Fiona shares with you the secrets behind using colour to create an emotive connection; how to use pattern and illustrations to add character and personality and how to carefully select typefaces that add a distinctive and intentional edge to your designs
Categories: Branding (Marketing)

CEO Branding

CEO Branding

The CEO Brand explores the impact a CEO has on the firm and the ways in which this human brand affects the corporation both in financial and non-financial terms, from firm performance and profits to trust and corporate reputation.

Author: Marc Fetscherin

Publisher:

ISBN: 1138013722

Category:

Page: 336

View: 639

CEO Branding advances our understanding of the importance and impact that CEOs have on companies. In recent years, there has been a growing body of interdisciplinary literature on this powerful aspect of branding, and Fetscherin has invited a leading panel of international scholars and practitioners to contribute original chapters in their area of expertise. The book introduces the concept of the CEO as a brand, and outlines the "4Ps" of this branding mix - the CEO (person), personality, prestige (reputation), and performance. It discusses the CEO branding process, and demonstrates the many ways in which this 'human brand' affects the company in financial terms (such as performance, profit, and stock returns), as well as non-financial terms (reputation, trust, and firm strategy). The book also includes 'lessons learned' and many examples that illustrate how companies can measure and manage the CEO brand. This comprehensive, authoritative volume will give students, researchers, marketing and communication managers, and CEOs themselves a thorough understanding of all aspects of the CEO brand. A must read for any CEO who is serious about developing, managing and measuring their own brand. For more information, visit www.ceobranding.org
Categories:

Be the Frog

Be the Frog

What can the humble frog teach you about brands and branding? Everything it seems. 'Be the frog' simplifies the conversation about branding into a few simple ideas that everyone can understand.

Author: Dan Ratner

Publisher: Vook

ISBN: 0987575309

Category:

Page: 52

View: 883

What can the humble frog teach you about brands and branding? Everything it seems. 'Be the frog' simplifies the conversation about branding into a few simple ideas that everyone can understand. Whether you are a business owner, a business leader or an individual interested in your personal brand, in about five minutes, 'Be the frog' will show you the basic principles of great branding. So you can apply them in everything you do.
Categories:

Employer Branding For Dummies

Employer Branding For Dummies

This book shows you how to discover and develop your employer brand to draw the quality talent you need.

Author: Richard Mosley

Publisher: John Wiley & Sons

ISBN: 9781119071648

Category: Business & Economics

Page: 360

View: 921

Attract the very best talent with a compelling employer brand! Employer Branding For Dummies is the clear, no-nonsense guide to attracting and retaining top talent. Written by two of the most recognized leaders in employer brand, Richard Mosley and Lars Schmidt, this book gives you actionable advice and expert insight you need to build, scale, and measure a compelling brand. You'll learn how to research what makes your company stand out, the best ways to reach the people you need, and how to convince those people that your company is the ideal place to exercise and develop their skills. The book includes ways to identify the specific traits of your company that aligns with specific talent, and how to translate those traits into employer brand tactic that help you draw the right talent, while repelling the wrong ones. You'll learn how to build and maintain your own distinctive, credible employer br∧ and develop a set of relevant, informative success metrics to help you measure ROI. This book shows you how to discover and develop your employer brand to draw the quality talent you need. Perfect your recruitment marketing Develop a compelling employer value proposition (EVP) Demonstrate your employer brand ROI Face it: the very best employees are the ones with the most options. Why should they choose your company? A strong employer brand makes the decision a no-brainer. It's good for engagement, good for retention, and good for the bottom line. Employer Branding For Dummies helps you hone in on your unique, compelling brand, and get the people you need today.
Categories: Business & Economics

Brands and Bulls t

Brands and Bulls  t

This new branding book offers you the insight and tools to learn how to excel at branding. It is filled with over twenty years of expertise working with some of the best brands and branding experts in the world.

Author: Bernhard Schroeder

Publisher: Createspace Independent Publishing Platform

ISBN: 1976364442

Category: Branding (Marketing)

Page: 188

View: 357

Brands and Bulls**t. Excel at the Former and Avoid the Latter A Branding Primer for Millennial Marketers in a Digital Age By Bernhard Schroeder (Author) Brands and Bulls**t is the first branding book written exclusively for Millennial marketers and entrepreneurs to provide insights and tools on how to purposely create a digital brand. The kind of brand that ultimately creates such a powerful "feeling" in a customer's "mind and gut" that they feel there is no substitute for your product or service. Brands and Bulls**t. Excel at the Former and Avoid the Latter strips away the mystery of branding and gives you a branding primer necessary for every digital marketer or entrepreneur. This new branding book offers you the insight and tools to learn how to excel at branding. It is filled with over twenty years of expertise working with some of the best brands and branding experts in the world. Add wisdom, knowledge and value to your marketing or startup career. In an enlightening two-hour read you'll learn: -Understand what branding in a digital world really means -Learn how to create a powerful brand that creates a customer "feeling" -How to quickly create a brand plan with the BrandPlanr(R) -Create specific brand strategies that really work in the marketplace -Review ten possible brand strategies and understand their potential -Understand how positioning and category ladders work and why -To utilize tools like brand decision trees to simplify complex brand choices -Create a branding strategy for a client or company that targets a blue ocean A powerful new marketing book on branding written for today's digital marketers and entrepreneurs. It's about time. Digital marketers have all the online tools ever imagined to create marketing campaigns for their brands. But they lack the branding knowledge to excel as brand experts. Brands and Bulls**t. Excel at the Former and Avoid the Latter was written specifically for digital marketers to give you the branding tools and insights you deserve. Insights learned from working with the best brand experts in the world. Now they are being shared with you.
Categories: Branding (Marketing)

The Brand Therapy Book Key Branding Lessons to Save Time and Money While Winning Hearts and Minds

The Brand Therapy Book  Key Branding Lessons to Save Time and Money While Winning Hearts and Minds

From strategy and naming guidance to directions on how to gain visual and verbal brand clarity, acclaimed brand strategist Fabian Geyrhalter invites readers to pick up this small book that's big on advice regularly to gain and hold onto ...

Author: Fabian Geyrhalter

Publisher: Brandtro

ISBN: 1734939702

Category: Business & Economics

Page: 144

View: 472

A collection of swift and actionable thoughts on branding that any entrepreneur or marketer can use to craft better brands. From strategy and naming guidance to directions on how to gain visual and verbal brand clarity, acclaimed brand strategist Fabian Geyrhalter invites readers to pick up this small book that's big on advice regularly to gain and hold onto brand focus.
Categories: Business & Economics

Branding Pays

Branding Pays

Perfect for MBAs, experienced professionals and entrepreneurs, the step-by-step Branding Pays methodology has been proven in Fortune 500 companies and leading business schools In this breakthrough book, author Karen Kang shows you how to: ...

Author: Karen Kang

Publisher: Brandingpays Media

ISBN: 0988437503

Category: Business & Economics

Page: 207

View: 971

Globalization and social media have made the world smaller, more connected and infinitely more competitive. The world has changed. Have you? If you don’t have the package that will take you to the next level of your career, you need to reinvent your personal brand. BrandingPays™ , a practical guide to strategic personal branding, will help you refocus your skills and experience so you are the best candidate for the job, career and business opportunities that you long for. Perfect for MBAs, experienced professionals and entrepreneurs, the step-by-step Branding Pays methodology has been proven in Fortune 500 companies and leading business schools In this breakthrough book, author Karen Kang shows you how to: • Position yourself for the best opportunities • Stand out in a competitive market • Communicate your unique value • Develop clear and compelling messages • Put your “cake” and “icing” together for a strong brand • Leverage the influencers who can accelerate your reputation • Improve your personal brand attributes • Build your Brand Action Plan for online and offline success Overflowing with templates, charts and action lists that enable you to “Bake the Cake, then Ice It”---Kang includes inspiring real-life examples throughout the book, many from groups that are under-represented in top business leadership. No matter what challenges you face, BrandingPays will help you develop your recipe for successful branding.
Categories: Business & Economics

The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding

Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand—and provides the step ...

Author: Al Ries

Publisher: HarperBusiness

ISBN: 0060007737

Category: Business & Economics

Page: 272

View: 989

This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand—and provides the step-by-step instructions you need to do so. The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.
Categories: Business & Economics