AlinaWheeler-DesigningBrandIdentity

Indexbrand identity process. See assetmanagement; brand strategy;design; process; research;touchpoint(s); touchpoint processbrand identity programs, 180–81branding imperatives, 11branding processadvertising, 162–63defined, 6brandmarks, 50–51, 126–27Brand Republic (website), 199brand strategy, 116–23. See also brandidentity design; process; researchbrand brief, 120–21coherence, 42–43described, 12–13focus, 118–19naming, 122–23scenarios, 117brand touchpoints, 3, 7, 10, 11, 26,42, 70BrandWeek, 261Braun, 55Brazil, 205, 240–41Bressler, Peter, 158Bresslergroup, 158–59Brinker Capital, 61British Petroleum, 131, 208–9British Telecom, 59brochures, 150–51, 179Brokers Insurance, 56–57Brooklyn Botanic Garden, 84Brooklyn Brewery, 63Browne, John, 208Brown Telephone Company, 290Bruegger’s Bagels, 63B2B Pulse, 105Burberry, 269Burgmans, Anthony, 280Burke, Will, 14, 86business card, 148–49, 192BusinessWeek, 6, 69buying decision, 11, 18–19CCalifornia Academy of Sciences (SanFrancisco), 210–11Carbone, Ken, 182Carbone Smolan Agency, 84, 182, 183,203, 253Cargill, 48–49Carla Hall Design Group, 108, 283Carlzon, Jan, 92Carnese, Tom, 269Carol Moog Band, 80Carrefour, 77Carter, Matthew, 133, 249Casa Mamita private label, 77Cauduro Associates, 168cause branding, defined, 6Cayabyab, Ivan, 46, 228CBS, 35, 41, 51Celebre, Damini, 232CEO’sas brand champion, 178, 179, 180brand strategy, 118–19decision making process, 98–99Cereality® Cereal Bar & Cafe, 212–13Cereologists, 213certification, brand forces, 78–79Cescau, Patrick, 280C&G Partners, LLC, 61, 156, 157,192, 193Chambers Group LLC, 98, 214–15Champion International, 56–57Chan, Joanne, 199Chanel, Coco, 38change. See also asset managementasset management, 174–75contradiction and, cross-culturalappeal, 28–29character trademarks, 64–65, 135Charlie the Tuna, 65Chase, 60Chase Manhattan, 41chec (Children’s Health EnvironmentalCoalition), 82Chedd-Angier-Lewis, 288Chermayeff, Ivan, 249Chermayeff + Geismar Studio, 40, 54,56–57, 59, 61, 137, 247Cheskin, 107Chicago GSB, 83Chisnell, Dana, 106, 107Christensen, Gayle, 222Christine Ecklund & Associates,104, 105CIGNA teal, 131Cingular, 21, 117Cingular Wireless, 21Circle Awards, 239Citi, 140Citibank, 21, 132Citicorp, 41Citigroup Consumer Businesses,88, 99City Church Eastside (Atlanta,Georgia), 63, 216–17Clarissa private label, 77clarity, coherence, 42–43Clayton, J. Kerry, 202Clickair, 287Clifford, Donald K., Jr., 288CNN, 21, 227co-branding, defined, 6Coca-Cola Company, 4, 17, 37, 41, 49,128, 140, 163, 218–19Cody, Heidi, 53Coffman, Matt, 83, 150cognition sequence, 52–53Cohen, Emily, 180Cohen Miller Consulting, 180, 181296