What Is Branding什么是品牌设计 下载 网盘 kindle mobi 115盘 pdf pdb rtf

　　It is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges.

Outlining the components of branding (positioning, storytelling, design, price, and relationships), what it can be applied to, and what it can achieve, What is Branding? will help ensure the success of branding for any product, service, person, or place.

Case studies included in the international portfolio of campaigns explain what makes them work, why they matter, and what can be learnt from them. Analysis focuses both on design know-how and on theory, looking at how professionals wrestle with abstract notions of perception, culture, and love while at the same time solving the nuts-and-bolts problems of package design, sign making, and web technology.

Issues

　What is branding?

　What branding does

　Who owns the brand?

　The brand development process

　Consistency and change

　Design in branding

　Branding, advertising, public relations,and marketing

　Storytelling, experience, and emotion

　Authenticity

　Brand discovery

　The lifetime brand: reality or myth?

　Brand extensions, associations,and co-branding

　What else can be branded?

　Women and men

　Globalization

　Trademark protection and intellectual property

　Brand valuation

　Causes and advocacy

　Power of the consumer

　Brand consulting and the future of brands

Anatomy

　Core benefits and positioning

　Insight

　Ideas

　Values

　Lifestyle

　Brand personality

　Product design

　Name

　Logo

　Color

　Typeface

　Visual style

　Graphic motifs

　Sound, smell, taste, touch

　Packaging

　Merchandise, environments,and signage

　Price positioning

　Advertising

　Publicity and public relations

　Alternative marketing

　Ambassadors and internal branding

　Customer support

　Fast-moving consumer goods

　Durable goods

　Services

　Organizations

　Places

Portfolios and case studies

　Landor Associates

　Fitch

　Hanson Dodge Creative

　Inaria

　Interbrand

　Irving

　Lippincott Mercer

　Minale Tattersfield Design Strategy

　TippingSprung

　Pentagram

　Oskar: Retail experience

　Horizon Fitness: Product rebranding

　Lago di Garda: Place rebranding

　Florida Blue: Brand extension

　Mini Cooper: Brand revival

　Carluccio's: Storytelling

　IEEE: Naming

Etcetera

　Glossary

　Bibliography

　Index

　Credits

Matthew Healey (New York, NY) is a brand consultant and graphic designer. He has worked on several successful branding and design projects in Eastern Europe and the USA.

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