John Wiley & Sons: 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
From the Back Cover
Who are you? Who needs to know? Why should they care? How will they find out? The bestselling toolkit for the whole branding team Whether your goal is to revitalize an existing brand or launch a new one, here is a proven, universal five–phase process for amplifying differentiation, fueling recognition, and building brand champions. From research and analysis through brand strategy, from design development through brand standards, and from launch to governance, Designing Brand Identity is the most comprehensive resource used by brand builders all over the world as an essential reference for the entire process. This thoroughly updated Fourth Edition offers insights into current trends in social networks, mobile devices, global markets, and virtual brands as well as emerging tools such as apps and video. More than 30 new case studies showcase global best practices and successful world–class brands, from IBM to Starbucks to Santos Brasil. Praise for Designing Brand Identity Writers have The Elements of Style . Managers have The Effective Executive . Chairpeople have Robert′s Rules of Order . And now brand–builders have Designing Brand Identity . If you have (or would like to have) responsibility for managing, measuring, critiquing, or designing a brand, you′ve found your bible. Marty Neumeier, author, The Brand Gap Designing Brand Identity is a recipe book for brand–builders. Wheeler does for branding what Julia Child did for cooking. Patricia Martin, author, RenGen
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 .
