دانلود کتاب Designing B2B brands: lessons from Deloitte and 195,000 brand managers

فهرست مطالب :

Section 1 Defining it Brand overview What is branding? 2 What is brand identity? 6 B2C versus B2B branding 10 The "brandscape" 14 Brand strategy 16 Brand architecture 20 Brand purpose 24 Brand positioning 26 Brand experience 30 Brand engagement 34 Brand measurement 38 Section 2 Building it Brand elements Name 44 Tagline 48 Tone of voice 52 Logo 56 Color 60 Typography 64 Imagery 68 Composition 72 Iconography 76 Information graphics 80 Sound 84 Section 3 Using it Brand applications Business materials 90 Presentations 94 Brochureware 98 Magazines and newspapers 102 Reviews and reports 106 Proposals 110 Packaging 114 One-time materials 118 Advertising 122 Sponsorships 128 Electronic communications 132 Websites 136 Mobile apps 140 Social media 146 Audiovisuals 150 Office environments 154 Events and exhibitions 164 Merchandise 168 Section 4 Defending it From alliance to compliance Brand asset management 174 Brand compliance 178 Brand champions 182 Designers and networks 186 Rollout strategies 190 Workshops and education 194 Evolving the system 200 Image Credits 204 About the authors 206 Index 209