Creating a brand identity : a guide for designers / Catharine Slade-Brooking

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Chapter 1. Branding Basics : Consumer culture: why do we buy? ; What is a brand? ; Why do we brand? ; How does branding work? ; The history of branding ; How are things changing? ; The future for brands ; Maintaining beloved brand status ; Case study: Uniqlo -- Chapter 2. Brand Anatomy : Logos ; Case study: Eurostar ; Straplines/taglines ; Appealing to the senses ; Brand architecture ; Brand families ; Internal and external branding ; Branding terminology -- Chapter 3. Brand Strategy : Standing out from the crowd ; Unique selling point (USP) ; Semiotics ; Exercise: Brand analysis ; Case study: Apple Mac ; Semiotic toolbox ; Case study: Milka chocolate ; Naming brands ; Exercise: Creating a mood board ; The use of emotion ; Brand personality ; Target marketing and brand positioning ; Brand revolutions ; Cultural branding ; Rebranding ; Case study: Lucozade ; Trend forecasting and analysis ; Brand failures ; Brand ethics -- Chapter 4. The design process : Why use a design process? ; How does the design process work? ; The stages of the design process ; The design team ; The creative process ; The design process in the academic environment ; Exercise: student exercises -- Chapter 5. Research : Why do we need to research? ; Research methods ; Researching the audience ; The use of social media in research ; Case study: Proctor and Gamble ; Visual research boards ; Exercise: designing a consumer-profile board ; Other forms of research -- Chapter 6. Analysis : Defining the USP ; Market sector analysis ; Product category analysis ; Competitor brand analysis ; Exercise: conducting a simple competitor brand analysis ; Analyzing the brand environment ; Case study: Fazer cafe ; Future forecasting ; Analysis of data and interpreting opportunities ; Exercise: Designing visual analysis boards ; Brand creation strategies ; Research and analysis in an educational setting -- Chapter 7. Concept development : Inspiration ; The big idea ; Visualizing and analyzing inspiration ; Initial concept ideas ; Organizing your source material -- Chapter 8. Delivering the final design : Choosing the best concept ; Exercise: how to develop an assessment strategy ; Final refinements ; Presentation materials ; Designing effective communication boards ; Digital versus print presentations ; The client presentation ; Testing the final brand identity ; Design development ; Launching the brand identity ; Beyond delivery

Creating a Brand Identity is a fascinating and complex challenge for the graphic designer. It requires practical design skills and creative drive as well as an understanding of marketing and consumer behaviour. This book is an introduction to this multifaceted process. It illustrates brand identities from around the world