دانلود کتاب Creating a brand identity: a guide for designers

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Intro
Introduction
Chapter 1: Branding Basics
Chapter 2: Brand Anatomy
Chapter 3: Brand Strategy
Chapter 4: The Design Process
Chapter 5: Research
Chapter 6: Analysis
Chapter 7: Concept Development
Chapter 8: Delivering the Final Design
Glossary
Recommended Reading
Index
Picture Credits
Consumer culture --
why do we buy?
What is a brand?
Why do we brand?
How does branding work?
The history of branding
How are things changing?
The future for brands
Maintaining beloved brand status
Case study: Uniqlo
Logos
Case study: Eurostar
Straplines / taglines. Appealing to the sensesBrand architecture
Brand families
Internal and external branding
Branding terminology
Standing out from the crowd
Unique selling point (USP)
Semiotics
Exercise: Brand analysis
Case study: Apple Mac
Semiotic toolbox
Case study: Milka chocolate
Naming brands
Exercise: Creating a mood board
The use of emotion
Brand personality
Target marketing and brand positioning
Brand revolutions
Cultural branding
Rebranding
Case study: Lucozade
Trend forecasting and analysis
Brand failures
Brand ethics
Why use a design process?
How does the design process work? The stages of the design processThe design team
The creative process
The design process in the academic environment
Exercise: Student exercises
Why do we need to research?
Research methods
Researching the audience
The use of social media in research
Case study: Procter and Gamble
Visual research boards
Excercise: Designing a consumer profile board
Other forms of research
Defining the USP
Market sector analysis
Product category analysis
Competitor brand analysis
Exercise: Conducting a simple competitor brand analysis
Analyzing the brand environment
Case study: Fazer Cafe. Future forecastingAnalysis of data and interpreting opportunities
Exercise: Designing visual analysis boards
Brand creation strategies
Research and analysis in an educational setting
Inspiration
The big idea
Visualizing and analyzing inspiration
Initial concept ideas
Organizing your source material
Choosing the best concept
Exercise: How to develop an assessment strategy
Final refinements
Presentation materials
Designing effective communication boards
Digital versus print presentations
The client presentation
Testing the final brand identity
Design development.