Designing Brand Identity: A Comprehensive Guide to the World of Brands and Branding
Wheeler, Alina, Meyerson, Rob
- 出版商: Wiley
- 出版日期: 2024-03-06
- 售價: $2,060
- 貴賓價: 9.5 折 $1,957
- 語言: 英文
- 頁數: 352
- 裝訂: Hardcover - also called cloth, retail trade, or trade
- ISBN: 1119984815
- ISBN-13: 9781119984818
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商品描述
Revised and updated sixth edition of the best-selling guide to branding fundamentals, strategy, and process.
It's harder than ever to be the brand of choice--in many markets, technology has lowered barriers to entry, increasing competition. Everything is digital and the need for fresh content is relentless. Decisions that used to be straightforward are now complicated by rapid advances in technology, the pandemic, political polarization, and numerous social and cultural changes.
The sixth edition of Designing Brand Identity has been updated throughout to address the challenges faced by branding professionals today. This best-selling book demystifies branding, explains the fundamentals, and gives practitioners a roadmap to create sustainable and successful brands. With each topic covered in a single spread, the book celebrates great design and strategy while adding new thinking, new case studies, and future-facing, global perspectives.
Organized into three sections--brand fundamentals, process basics, and case studies--this revised edition includes:
- Over 100 branding subjects, checklists, tools, and diagrams
- More than 50 all-new case studies that describe goals, process, strategy, solutions, and results
- New content on artificial intelligence, virtual reality, social justice, and evidence-based marketing
- Additional examples of the best/most important branding and design work of the past few years
- Over 700 illustrations of brand touchpoints
- More than 400 quotes from branding experts, CEOs, and design gurus
Whether you're the project manager for your company's rebrand or you need to educate your staff or students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy, design execution to launch and governance, Designing Brand identity is a compendium of tools for branding success and best practices for inspiration.
商品描述(中文翻譯)
《設計品牌身份》修訂和更新的第六版是暢銷品牌基礎、策略和流程指南。在許多市場上，成為首選品牌變得比以往更加困難，科技降低了進入門檻，增加了競爭。一切都數位化，對新鮮內容的需求不斷增加。以前簡單明確的決策現在因技術的快速進步、疫情、政治極化和眾多社會文化變化而變得複雜。《設計品牌身份》第六版全面更新，以應對品牌專業人士今天面臨的挑戰。這本暢銷書揭開品牌的神秘面紗，解釋基礎知識，為從業人員提供創建可持續成功品牌的路線圖。每個主題都在一頁上進行介紹，書中既慶祝了優秀的設計和策略，又加入了新思維、新案例研究和面向未來的全球觀點。本書分為三個部分：品牌基礎知識、流程基礎知識和案例研究。修訂版包括：超過100個品牌主題、檢查表、工具和圖表；50多個全新案例研究，描述目標、流程、策略、解決方案和結果；關於人工智能、虛擬現實、社會正義和循證營銷的新內容；過去幾年最佳/最重要的品牌和設計作品的更多示例；超過700個品牌接觸點的插圖；超過400位品牌專家、首席執行官和設計大師的引用。無論您是公司重新品牌的專案經理，還是需要教育您的員工或學生品牌基礎知識，《設計品牌身份》都是必備資源。從研究到品牌策略，從設計執行到推出和管理，《設計品牌身份》是品牌成功的工具彙編，也是靈感的最佳實踐。
作者簡介
Alina Wheeler is a branding consultant who engages enterprises in a dynamic process to build their brands and embrace best practices. Wheeler inspires the whole branding team to seize every opportunity to design compelling customer experiences at every touchpoint. Her best-selling book, Designing Brand Identity, published in 11 languages, was the first book to deconstruct the branding process into a universal, five-phase methodology. She is a past Board member of AIGA and a member of the advisory council for The Dictionary of Brand. She speaks frequently to executives, practitioners, and students around the world. She is also the co-author of Brand Atlas: Branding Intelligence Made Visible.
Rob Meyerson is principal and founder of Heirloom, an independent brand strategy and identity firm. His specialties include naming, brand strategy, brand architecture, and messaging, and past clients include Adobe, John Deere, Disney, and Hewlett Packard Enterprise. Prior to Heirloom, Rob's previous roles included head of brand architecture and naming at HP, director of verbal identity at Interbrand in San Francisco, and director of strategy at FutureBrand, Southeast Asia. Rob is the author of Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service and has published articles about brand strategy and naming in Harvard Business Review, Business Insider, The Guardian, TechCrunch, and Entrepreneur.
作者簡介(中文翻譯)
Alina Wheeler是一位品牌顧問，她通過一個動態的過程來幫助企業建立品牌並採用最佳實踐。Wheeler鼓勵整個品牌團隊抓住每個機會，在每個接觸點設計引人入勝的客戶體驗。她的暢銷書《設計品牌身份》已在11種語言中出版，是第一本將品牌建立過程解構為通用的五階段方法論的書籍。她曾是AIGA的董事會成員，也是《品牌詞典》顧問委員會的成員。她經常在世界各地向高管、從業人員和學生演講。她還是《品牌地圖：品牌智能可見化》的合著者。
Rob Meyerson是Heirloom的負責人和創始人，該公司是一家獨立的品牌戰略和身份公司。他的專長包括命名、品牌戰略、品牌架構和信息傳達，過去的客戶包括Adobe、John Deere、Disney和Hewlett Packard Enterprise。在加入Heirloom之前，Rob曾擔任HP的品牌架構和命名負責人，Interbrand舊金山辦事處的口碑身份主管，以及FutureBrand東南亞的策略總監。Rob是《品牌命名：為您的公司、產品或服務創建名稱的完全指南》的作者，並在《哈佛商業評論》、《商業內幕》、《衛報》、《TechCrunch》和《企業家》等刊物上發表了有關品牌戰略和命名的文章。
