Efnisyfirlit

• Contents
• Foreword
• Part 1: Basics
• Brand
• Brand Identity
• Branding
• Brand Governance
• Brand Strategy
• Why Invest
• Stakeholders
• Culture
• Customer Experience
• Cross Cultures
• Brand Architecture
• Symbols
• Names
• Taglines
• Staying on Message
• Big Idea
• Brand Ideals
• Vision Brand Ideal
• Meaning Brand Ideal
• Authenticity Brand Ideal
• Coherence Brand Ideal
• Flexibility Brand Ideal
• Commitment Brand Ideal
• Value Brand Ideal
• Differentiation Brand Ideal
• Longevity Brand Ideal
• Brandmarks
• Wordmarks
• Letterform Marks
• Pictorial Marks
• Abstract Marks
• Emblems
• Dynamic Marks
• Characters
• Trends
• Making a Difference
• Big Data Analytics
• Social Media
• Smartphones
• Apps
• Private Labeling
• Brand Licensing
• Certification
• Crisis Communications
• Personal Branding
• China
• Before and After
• Brandmark Redesign
• Packaging Redesign
• Part 2: Process
• A Process for Success
• Managing the Process
• Brand Initiatives
• Measuring success
• Collaboration
• Decision Making
• Intellectual Property
• Design Management
• Conducting Research
• Insight Phase 1
• Market Research Phase 1
• Usability Testing Phase 1
• Marketing Audit Phase 1
• Competitive Audit Phase 1
• Language Audit Phase 1
• Audit Readout Phase 1
• Clarifying Strategy
• Narrowing the Focus Phase 2
• Positioning Phase 2
• Brand Brief Phase 2
• Naming Phase 2
• Renaming Phase 2
• Designing Identity
• Identity System Design Phase 3
• Look and Feel Phase 3
• Color Phase 3
• More Color Phase 3
• Typography Phase 3
• Sound Phase 3
• Trial Applications Phase 3
• Presentation Phase 3
• Creating Touchpoints
• Content Strategy Phase 4
• Website Phase 4
• Collateral Phase 4
• Stationery Phase 4
• Signage Phase 4
• Product Design Phase 4
• Packaging Phase 4
• Advertising Phase 4
• Placemaking Phase 4
• Vehicles Phase 4
• Uniforms Phase 4
• Ephemera Phase 4
• Managing Assets
• Changing Brand Assets Phase 5
• Launching Phase 5
• Building Brand Champions Phase 5
• Brand Books Phase 5
• Guidelines Phase 5
• Guidelines Content Phase 5
• Online Brand Centers Phase 5
• Part 3: Best Practices
• ACHC
• ACLU
• Action Against Hunger
• Adanu
• Amazon.com
• Ansible
• Beeline
• Boston Consulting Group
• Boy Scouts of America
• Budweiser
• Cerner
• City of Melbourne
• Coca- Cola
• Cocktails Against Cancer
• Coors Light
• Cooper Hewitt, Smithsonian Design Museum
• Credit Suisse
• Deloitte
• Fern by Haworth
• Fred Hutch
• Global Handwashing Day
• IBM 100 Icons of Progress
• IBM Watson
• Jawwy from STC
• Laughing Cow
• LinkedIn China
• Mack Trucks
• Mastercard
• Mozilla
• Mural Arts Philadelphia
• NIZUC Resort & Spa
• NO MORE
• Ohio & Erie Canalway
• Peru
• Philadelphia Museum of Art
• Pitney Bowes
• PNC
• Quartz
• (RED)
• RideKC Streetcar
• Santos Brasil
• Shinola Detroit
• Smithsonian National Air and Space Museum
• SocialSecurity.gov
• Southwest Airlines
• Spectrum Health System
• Starbucks
• Sydney Opera House
• Unstuck
• Vueling
• Bibliography
• Index
• Infinite Gratitude
• End User License Agreement