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Designing B2B brands : lessons from Deloitte and 195,000 brand managers / Carlos Martinez Onaindía & Brian Resnick.

By: Martinez Onaindia, Carlos [author.].
Contributor(s): Resnick, Brian, 1974- [author.].
Material type: TextTextPublisher: Hoboken, N.J. : Wiley, [2013]Copyright date: ©2013General Notes: Includes index.Description: xiii., 209 p. : col. ill. ; 29 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781118457474 (cloth).Subject(s): Branding (Marketing) -- Management | Brand name products -- Management | Corporate image | Logos (Symbols) -- Design | Trademarks -- Design | Industrial marketing -- ManagementDDC classification: 658.827
Contents:
Section 1: Defining it: Brand overview (What is branding, and why is it more important than ever? Before a global business-to-business brand can be built, its true meaning, reach, and value must be fully understood.) -- What is branding? -- What is brand identity? -- B2C versus B2B branding -- The "brandscape" -- Brand strategy -- Brand architecture -- Brand purpose -- Brand positioning -- Brand experience -- Brand engagement -- Brand measurement
Section 2: Building it: Brand elements (The core components of a corporate identity will shape every single piece of communication, guaranteeing clarity and consistency. The strength and compatibility of these design elements is directly correlated to the impact of the brand.) -- Name -- Tagline -- Tone of voice -- Logo -- Color -- Typography -- Imagery -- Composition -- Iconography -- Information graphics -- Sound
Section 3: Using it: Brand applications (Successful global systems are flexible, allowing for extensions of all brand elements while retaining consistency. Understanding and planning for every channel and vehicle of connectivity is critical.) -- Business materials -- Presentations -- Brochureware -- Magazines and newspapers -- Reviews and reports -- Proposals -- Packaging -- One-time materials -- Advertising -- Sponsorships -- Electronic communications -- Websites -- Mobile apps -- Social media -- Audiovisuals -- Office environments -- Events and exhibitions -- Events and exhibitions -- Merchandise
Section 4: Defending it: From alliance to compliance (No matter how strong the system, its effectiveness is ultimately determined by the active management of a centralized team, in concert with a globally shared desire to foster the brand.) -- Brand asset management -- Brand compliance -- Brand champions -- Designers and networks -- Rollout strategies -- Workshops and education -- Evolving the system.
Summary: A comprehensive guide to creating and implementing a global brand platform using the lessons and secrets of Deloitte, the world's largest professional services organization.
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Includes index.

Section 1: Defining it: Brand overview (What is branding, and why is it more important than ever? Before a global business-to-business brand can be built, its true meaning, reach, and value must be fully understood.) -- What is branding? -- What is brand identity? -- B2C versus B2B branding -- The "brandscape" -- Brand strategy -- Brand architecture -- Brand purpose -- Brand positioning -- Brand experience -- Brand engagement -- Brand measurement

Section 2: Building it: Brand elements (The core components of a corporate identity will shape every single piece of communication, guaranteeing clarity and consistency. The strength and compatibility of these design elements is directly correlated to the impact of the brand.) -- Name -- Tagline -- Tone of voice -- Logo -- Color -- Typography -- Imagery -- Composition -- Iconography -- Information graphics -- Sound

Section 3: Using it: Brand applications (Successful global systems are flexible, allowing for extensions of all brand elements while retaining consistency. Understanding and planning for every channel and vehicle of connectivity is critical.) -- Business materials -- Presentations -- Brochureware -- Magazines and newspapers -- Reviews and reports -- Proposals -- Packaging -- One-time materials -- Advertising -- Sponsorships -- Electronic communications -- Websites -- Mobile apps -- Social media -- Audiovisuals -- Office environments -- Events and exhibitions -- Events and exhibitions -- Merchandise

Section 4: Defending it: From alliance to compliance (No matter how strong the system, its effectiveness is ultimately determined by the active management of a centralized team, in concert with a globally shared desire to foster the brand.) -- Brand asset management -- Brand compliance -- Brand champions -- Designers and networks -- Rollout strategies -- Workshops and education -- Evolving the system.

A comprehensive guide to creating and implementing a global brand platform using the lessons and secrets of Deloitte, the world's largest professional services organization.

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