000			03792nam a22003134i 4500
999			_c8929 _d8929
001			.b7273095x
003			IED_BCN
005			20200306095826.0
008			181126s2016 xxka b 001 0 eng c
020			_a1780675623
020			_a9781780675626
040			_aES-BaUPF _bcat _erda _cIED_BCN _dIED_BCN
041			_aeng
100	1		_aSlade-Brooking, Catharine _93326
245	1	0	_aCreating a brand identity : _ba guide for designers / _cCatharine Slade-Brooking
264		1	_aLondon : _bLaurence King Publishing, _c2016
300			_a160 pàgines : _bil·lustracions en color ; _c23 cm
336			_atext _btxt _2rdacontent
337			_asense mediació _bn _2rdamedia
338			_avolum _bnc _2rdacarrier
504			_aInclou referències bibliogràfiques (p. 157) i índex
505	0		_aChapter 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
520			_aCreating 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
650		7	_aMarques de fàbrica _2lemac _94705
650		7	_aConstrucció de marca (Màrqueting) _2lemac _94427
650		7	_aProductes de marca _2lemac _94217
650		7	_aPublicitat _xProductes de marca _2lemac _94214
942			_2udc _c1