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Book Cover
E-book
Author Martinez Onaindia, Carlos.

Title Designing B2B brands : lessons from Deloitte and 195,000 brand managers / Carlos Martinez Onaindia & Brian Resnick
Published Hoboken, N.J. : Wiley, ©2013

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Description 1 online resource
Contents Section 1: Defining it: Brand overview (What is branding, and why is it more important than ever? Before a global business-to-business brand can be built, its true meaning, reach, and value must be fully understood.) -- What is branding? -- What is brand identity? -- B2C versus B2B branding -- The "brandscape" -- Brand strategy -- Brand architecture -- Brand purpose -- Brand positioning -- Brand experience -- Brand engagement -- Brand measurement
Section 2: Building it: Brand elements (The core components of a corporate identity will shape every single piece of communication, guaranteeing clarity and consistency. The strength and compatibility of these design elements is directly correlated to the impact of the brand.) -- Name -- Tagline -- Tone of voice -- Logo -- Color -- Typography -- Imagery -- Composition -- Iconography -- Information graphics -- Sound
Section 3: Using it: Brand applications (Successful global systems are flexible, allowing for extensions of all brand elements while retaining consistency. Understanding and planning for every channel and vehicle of connectivity is critical.) -- Business materials -- Presentations -- Brochureware -- Magazines and newspapers -- Reviews and reports -- Proposals -- Packaging -- One-time materials -- Advertising -- Sponsorships -- Electronic communications -- Websites -- Mobile apps -- Social media -- Audiovisuals -- Office environments -- Events and exhibitions -- Events and exhibitions -- Merchandise
Section 4: Defending it: From alliance to compliance (No matter how strong the system, its effectiveness is ultimately determined by the active management of a centralized team, in concert with a globally shared desire to foster the brand.) -- Brand asset management -- Brand compliance -- Brand champions -- Designers and networks -- Rollout strategies -- Workshops and education -- Evolving the system
Summary Get tactical insight from the top business-to-business branding experts-and gain a global presence This comprehensive manual lays out the steps necessary for creating an iconic global identity. It uses the lessons and inside knowledge of Deloitte, the world's largest professional services organization, to help other business-to-business operations deliver a high-impact, value-added brand experience. This book will illustrate all the components of an integrated brand identity system, and how they can be crafted and implemented for optimal effect. Here, the speculative is replaced by the proven: a seamless framework for global brand success, created and followed by an organization renowned for its consulting and advisory services. Features essential up-to-date strategies for keeping your brand fresh and enduring Addresses the role of designers; the marketing and communication function; human resources and talent teams; agencies and vendors; and more Considers the impact of digital and social media, two massive forces requiring new thinking for B2B brands Incorporates best practices for emerging markets With guidance that takes you on a clear, linear path toward achieving your brand objectives, this impressive single-source volume is the one book no business marketing professional should be without
Notes Includes index
Print version record and CIP data provided by publisher
Subject Branding (Marketing) -- Management
Brand name products -- Management
Corporate image.
Logos (Symbols) -- Design
Trademarks -- Design
corporate image.
BUSINESS & ECONOMICS -- Advertising & Promotion.
Branding (Marketing) -- Management
Brand name products -- Management
Corporate image
Logos (Symbols) -- Design
Trademarks -- Design
Form Electronic book
Author Resnick, Brian, 1974-
LC no. 2012043879
ISBN 9781118554432
1118554434
9781118557334
1118557336
9781118557631
1118557638