ESCP Europe

"Who are you? Who needs to know? Why should they care? How will they find out? In a densely crowded marketplace, corporations, organizations, and even individuals look for ways to differentiate themselves. That is the job of branding. Whether your goal is to express a new brand or to revitalize an existing one, here is a proven, universal fivephase process for creating and implementing effective brand identity. From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity is an essential reference for the entire process. Enriched by new case studies showcasing successful worldclass brands from Herman Miller and General Electric to the Obama 08 election campaign, this Third Edition offers new insights into emerging trends such as sustainability and social networks. Alina Wheeler applies her strategic imagination and process management skills to revitalize brands for Fortune 100 companies, entrepreneurial ventures, and nonprofits." - from back cover.

BASICS --- Brand basics --- Brand identity ideals --- Brand identity elements --- Brand forces --- Before and after --- PROCESS --- Phase 1: Conducting research --- Phase 2: Clarifying strategy --- Phase 3: Designing identity --- Phase 4: Creating touchpoints --- Phase 5: Managing assets --- BEST PRACTICES..