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Full Description
Translated from its original Dutch, Strategic Brand Design offers students and professionals a clear overview of the most important steps in developing brand identity from a marketing perspective. It aims to bridge the gap between marketer and designer by containing all the knowledge that both parties need to understand and work together successfully on branding projects.
Consisting of four parts, the book begins with a clear explanation of the most important marketing concepts in part 1, followed by a clear step-by-step plan for research and strategy in part 2. Part 3 provides a comprehensive toolkit for brand design based upon that strategy, while part 4 contains a plethora of methods, tools and models for practice as well as questions and assignments to support classroom teaching.
Practical, accessible and firmly grounded in research and theory, this book is an ideal reference guide for higher vocational students and students on modules and programs relating to the fields of brand, design, marketing and communication.
Contents
PART 1 Basic knowledge - what you need to know to design for brands 1 Strategy 2 Organisation and brand 3 Identity and personality 4 What is a brand? 5 Value of the brand 6 Positioning 7 Brand growth 8 Points of parity and points of difference 9 Distinctive brand assets 10 Forms of identity 11 A strong brand 12 Brand and design PART 2 Research and analysis - what you need to do before starting to design for brands 13 Strategic brand design 14 The role of the designer 15 Brand management 16 The Strategic Brand Design Canvas 17 Step 1: the question and the briefing 18 Step 2: internal analysis 19 Step 3: external analysis 20 Step 4: he organisation and the brand 21 Step 5: brand strategy PART 3 Design - designing for brands 22 Brand architecture and differentiation 23 From strategy to design 24 Good design 25 Modern-day brands 26 The design is ready, but that is just the beginning PART 4 Methods, tools and models - useful tools for designing for brands 27 Tools for internal analysis 28 Tools for external analysis 29 Tools for strategy
