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· 분류 : 외국도서 > 건축/디자인 > 디자인 > 그래픽아트 > 상품/로고 디자인
· ISBN : 9781118457474
· 쪽수 : 224쪽
· 출판일 : 2013-04-01
목차
Section 1 Defining it
Brand overview
What is branding? 2
What is brand identity? 6
B2C versus B2B branding 10
The "brandscape" 14
Brand strategy 16
Brand architecture 20
Brand purpose 24
Brand positioning 26
Brand experience 30
Brand engagement 34
Brand measurement 38
Section 2 Building it
Brand elements
Name 44
Tagline 48
Tone of voice 52
Logo 56
Color 60
Typography 64
Imagery 68
Composition 72
Iconography 76
Information graphics 80
Sound 84
Section 3 Using it
Brand applications
Business materials 90
Presentations 94
Brochureware 98
Magazines and newspapers 102
Reviews and reports 106
Proposals 110
Packaging 114
One-time materials 118
Advertising 122
Sponsorships 128
Electronic communications 132
Websites 136
Mobile apps 140
Social media 146
Audiovisuals 150
Office environments 154
Events and exhibitions 164
Merchandise 168
Section 4 Defending it
From alliance to compliance
Brand asset management 174
Brand compliance 178
Brand champions 182
Designers and networks 186
Rollout strategies 190
Workshops and education 194
Evolving the system 200
Image Credits 204
About the authors 206
Index 209
