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 |
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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 |
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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 |
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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 |
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Print version record and CIP data provided by publisher |
Subject |
Branding (Marketing) -- Management
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Brand name products -- Management
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Corporate image.
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Logos (Symbols) -- Design
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Trademarks -- Design
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corporate image.
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BUSINESS & ECONOMICS -- Advertising & Promotion.
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Branding (Marketing) -- Management
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Brand name products -- Management
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Corporate image
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Logos (Symbols) -- Design
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Trademarks -- Design
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Form |
Electronic book
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Author |
Resnick, Brian, 1974-
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LC no. |
2012043879 |
ISBN |
9781118554432 |
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1118554434 |
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9781118557334 |
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1118557336 |
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9781118557631 |
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1118557638 |
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