Includes bibliographical references and indexes

Basics. Brand basics -- Brand ideals -- Brand elements -- Brand dynamics -- Before and after

Process. Process basics -- Phase 1 : conducting research -- Phase 2 : clarifying strategy -- Phase 3 : designing identity -- Phase 4 : creating touchpoints -- Phase 5 : managing assets

Best practices : case studies

"A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand. From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands. Features more than 30 all-new case studies showing best practices. Updated to include more than 35 percent new material. Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity"--