What Is Branding什么是品牌设计

内容概要

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.

书籍目录

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 brandsAnatomy　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　PlacesPortfolios 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: NamingEtcetera　Glossary　Bibliography　Index　Credits

作者简介

　　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.

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