Designing Brand Identity: A Comprehensive Guide to the World of Brands and Branding
暫譯: 品牌識別設計：品牌與品牌化的全面指南
Wheeler, Alina, Meyerson, Rob
- 出版商: Wiley
- 出版日期: 2024-03-06
- 定價: $2,080
- 售價: 9.5 折 $1,976
- 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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相關主題
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)
經過修訂和更新的第六版暢銷品牌基礎、策略和流程指南。
在許多市場中，成為首選品牌比以往任何時候都更困難，科技降低了進入門檻，增加了競爭。所有事物都數位化，對新內容的需求不斷增加。過去簡單的決策現在因科技的快速進步、疫情、政治兩極化以及眾多社會和文化變遷而變得複雜。
第六版的Designing Brand Identity已全面更新，以應對當今品牌專業人士面臨的挑戰。這本暢銷書揭開了品牌的神秘面紗，解釋了基本原則，並為從業者提供了一條創建可持續和成功品牌的路線圖。每個主題都在單頁中涵蓋，這本書慶祝了卓越的設計和策略，同時加入了新的思維、新的案例研究和面向未來的全球觀點。
本修訂版分為三個部分——品牌基礎、流程基礎和案例研究——包括：
- 超過100個品牌主題、檢查清單、工具和圖表
- 50多個全新的案例研究，描述目標、流程、策略、解決方案和結果
- 有關人工智慧、虛擬實境、社會正義和基於證據的行銷的新內容
- 過去幾年最佳/最重要的品牌和設計作品的額外範例
- 超過700幅品牌接觸點的插圖
- 400多條來自品牌專家、CEO和設計大師的名言
無論您是公司品牌重塑的專案經理，還是需要教育您的員工或學生有關品牌基礎的知識，Designing Brand Identity都是不可或缺的資源。從研究到品牌策略，從設計執行到啟動和治理，Designing Brand Identity是品牌成功的工具彙編和靈感的最佳實踐。
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)
阿莉娜·惠勒是一位品牌顧問，致力於與企業進行動態過程，以建立他們的品牌並採納最佳實踐。惠勒激勵整個品牌團隊把握每一個機會，在每個接觸點設計引人入勝的客戶體驗。她的暢銷書《設計品牌識別》已翻譯成11種語言，是第一本將品牌過程拆解為通用的五階段方法論的書籍。她曾擔任AIGA的董事會成員，並且是《品牌詞典》的顧問委員會成員。她經常在全球各地對高管、從業者和學生進行演講。她也是《品牌地圖：品牌智慧的可視化》的共同作者。
羅伯·梅耶森是Heirloom的創始人及負責人，這是一家獨立的品牌策略與識別公司。他的專長包括命名、品牌策略、品牌架構和訊息傳遞，過去的客戶包括Adobe、約翰·迪爾、迪士尼和惠普企業。在創立Heirloom之前，羅伯曾擔任惠普的品牌架構與命名負責人、舊金山Interbrand的語言識別總監，以及東南亞FutureBrand的策略總監。羅伯是《品牌命名：為您的公司、產品或服務創建名稱的完整指南》的作者，並在《哈佛商業評論》、《商業內幕》、《衛報》、《科技Crunch》和《企業家》上發表過有關品牌策略和命名的文章。
