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Designing Brand Identity: An Essential Guide for the Whole Branding Team Hardcover – 11 Sep 2009


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Product details

  • Hardcover: 320 pages
  • Publisher: John Wiley & Sons; 3rd Edition edition (11 Sep 2009)
  • Language: English
  • ISBN-10: 0470401427
  • ISBN-13: 978-0470401422
  • Product Dimensions: 22.3 x 2.2 x 27.6 cm
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Bestsellers Rank: 295,675 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

Alina Wheeler 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. Designing Brand Identity, now in its third edition, is the first book to deconstruct the branding process into a universal, five-phase methodology. Her signature mantra is "Who are you? Who needs to know? Why should they care? How will they find out?" Her new book Brand Atlas is a collaboration with Joel Katz, world renown information designer. Brand Atlas reinvents the paradigm of a business book, and illuminates fifty-five brand topics.

Product Description

Review

"Returning with a third edition is the branding bible that is widely regarded as the absolute best, most comprehensive, most successful, and most effective book to use as a reference when creating a brand and brand identity, Designing Brand Identity . Very thorough and to the point, Wheeler′s guide takes one through the process of developing, implementing, disseminating, and maintaining a brand identity for a company, organization, or group and give them an edge in the marketplace." ( San Francisco Book Review , January 25, 2010) "We will be reading the book together as a company, and you should stoop and buy one now." ( matchstic.com , August 25, 2009)

From the Back Cover

Who are you? Who needs to know? Why should they care? How will they find out? In a densely crowded marketplace, corporations, organizations, and even individuals look for ways to differentiate themselves. That is the job of branding. Whether your goal is to express a new brand or to revitalize an existing one, here is a proven, universal five–phase process for creating and implementing effective brand identity. From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity is an essential reference for the entire process. Enriched by new case studies showcasing successful world–class brands from Herman Miller and General Electric to the Obama ′08 election campaign, this Third Edition offers new insights into emerging trends such as sustainability and social networks. Alina Wheeler applies her strategic imagination and process management skills to revitalize brands for Fortune 100 companies, entrepreneurial ventures, and nonprofits. Praise for previous editions of Designing Brand Identity : An inspiring and powerful toolkit. The Marketer Alina Wheeler provides a practical structure for the brand building process. Al Ries, coauthor, Positioning Wheeler′s book offers a cogent description of how strategy and design meet in the real world among world–class companies. Marty Neumeier, author, The Brand Gap A valued reference book for all members of the branding team. Communication Arts

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Customer Reviews

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Most Helpful Customer Reviews

9 of 9 people found the following review helpful By Adam Cabourne-Jones on 30 Jan 2010
Format: Hardcover
Pretty good as a 'how-to manual' for best practices in doing branding projects - from the foundations upwards, through to the design applications. Doesn't go into a lot of detail about design aesthetics, but lots of detail on the foundations and planning of a brand identity, and maintains a good guidance approach throughout. Bit dry and technical at times though and the chapters are more like stages with chunks of relevant information gathered rather than narrated or step-by-step progression, so doesn't really make a great 'read' from start to finish, but excellent as a reference and to crib from for presentations or guidance of a team. Haven't found anything else that plots out the course for a branding project, step by step from start to finish, in quite so matter-of-fact and precise a way.
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7 of 7 people found the following review helpful By Martin Benes on 7 Dec 2009
Format: Hardcover
This is a great book. It's complete and you will find everything you're looking for regarding branding argoument. This is not a design manual so you can't learn how to design, it's about strategy and planing. I recommend it.
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3 of 3 people found the following review helpful By Ondrej Ilincev on 5 Dec 2011
Format: Hardcover
This is a good book for designing for big clients and big budgets. It is nicely divided into sections of the process plus examples. The process itself is aimed at huge budgets/clients, so if your are designing for smaller companies or startups, buy Logo design love instead.
The book is also very nicely designed and a pleasure to read or even just leaf through.
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2 of 2 people found the following review helpful By Martin Turner HALL OF FAMETOP 100 REVIEWERVINE VOICE on 15 Nov 2011
Format: Hardcover Verified Purchase
Designing brand identity is a birds-eye overview of the entire branding process, supplemented by a well-described set of branding and rebranding case studies. It gives enough information about each part of the process for non-specialists to understand what is going on, to give an overall process framework to a brand manager, and to introduce practical branding to marketers and PR professionals looking to extend their skills into branding.

Designing brand identity will not give you specialist knowledge in any area. The section on typography, for example, is only two pages long. However, it is authoritative in what it does say, and it summarises a great deal of information. You can easily go deeper in each area by finding specialist books on those subjects, but it is quite unusual to find a book like this one which brings it all together in such a comprehensive, clear sighted and practical way. Wolf Ollins On B®and will give you more brand theory, and Al Ries on The 22 Immutable Laws Of Branding will help you get your mind round what branding is more quickly, but neither offers a practical programme for actually getting on with the business.

If you're a brand manager, want to be a brand manager, or are a part of a branding team -- for example a graphic designer -- then this is a superb book which will well repay the time you spend with it. If you're just looking to put your own brand together, then you would probably be better working through Build a Brand in 30 Days.
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Format: Hardcover Verified Purchase
This is a very well laid out easily accessible very well illustrated document and ideal for anyone wanting to develop or revisit their brand, it focuses on all aspects of brand identity not just the visual elements and design but also making sure the story and message are right.

Essentially divided into 3 sections, the first is very visual and explains the basics with concrete examples of brand development and the different approaches and types of brand. The second section focuses on the process involved (broken down into 5 distinct phases) in developing the brand a very useful reference for anyone working on engaging their workforce and stakeholders in a brand development exercise. This section may seem a bit dry but imparts important information and makes sure one does not miss anything out. Then finally there are a number of case studies of well known organisations (including not for profits) and companies and how they developed their brands.

Overall a very useful reference text for anyone interested in brands and developing brands especially for managers who have limited experience of developing brands and who are about to embark upon such a venture and will be working with brand specialists and needs a good level of understanding of the tasks at hand. Well worth a read.
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1 of 1 people found the following review helpful By Will Baxter Limited on 22 Aug 2011
Format: Hardcover
This book is so developed and concise, it takes an age to read - however thats a good thing as its aimed at intelligent creative types. If you are one of them and you work in design or branding, buy it. If not, ignore it. Oh, and I don't like the cover design at all - but don't let that put you off - its the content thats good.
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1 of 1 people found the following review helpful By Idinev on 7 Feb 2011
Format: Hardcover
Really nice book, helps alot to understand key elements of designing, spreading brand. I wish that book was little bit more detailed.
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