What Is Branding什么是品牌设计
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作者： Matthew Healey著
出 版 社：
出版时间： 2008-1-1字数：版次： 1页数： 256印刷时间： 2008/01/01开本： 16开印次： 1纸张： 铜版纸I S B N ： 9789812456069包装： 精装内容简介
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.
作者简介
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.
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 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
