AlinaWheeler-DesigningBrandIdentity

ContentsBasicsPart 1 presents the fundamentalconcepts needed to jumpstart the brandidentity process and create a sharedvocabulary for the entire team.Designing Brand Identity is a quickreference guide. All subject matteris organized by spread for easeof access in the blinding speedof business and life. No powersource needed—just your desireand passion to be the best.Brand basics2 What is brand?4 What is brand identity?6 What is branding?8 Who are stakeholders?10 Why invest?12 Brand strategy14 Positioning16 Big idea18 Customer experience20 Names22 Brand architecture24 Taglines26 Staying on message28 Cross culturesBrand identity ideals30 Overview32 Vision34 Meaning36 Authenticity38 Differentiation40 Durability42 Coherence44 Flexibility46 Commitment48 ValueBrand identity elements50 Brandmarks52 Sequence of cognition54 Wordmarks56 Letterform marks58 Pictorial marks60 Abstract marks62 Emblems64 Characters66 Look and feelBrand forces68 Brand Dynamics70 Sustainability72 Social media74 Brand licensing76 Private labeling78 Certification80 Personal brandingBefore and after82 Merger83 New name84 Redesign86 Packagingviii