Brand Atlas : Branding intelligence made visible /

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Bibliographic Details
Author / Creator:	Wheeler, Alina, author.
Imprint:	Hoboken, New Jersey : Wiley, ©2011.
Description:	144 pages : illustrations (some color) ; 24 cm.
Language:	English
Subject:	Brand name products. Branding (Marketing) Trademarks -- Design. Brand name products. Branding (Marketing) Trademarks -- Design.
Format:	Print Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/8366805

Hidden Bibliographic Details
ISBN:	9780470433423 (hardback) 0470433426 (hardback)
Notes:	Includes bibliographical references and index.
Summary:	"An innovative, full-color compendium to branding's best thinking from the world's leading brand strategists and practitioners A company's brand is its most valuable asset. Wheeler takes the most seminal tools used by a wide variety of thought leaders and practitioners and makes the information understandable, visible, relevant, exportable and applicable. With her best-selling debut book, Designing Brand Identity, now in its third edition, Alina Wheeler reinvented the marketing textbook using a straightforward style to help demystify the branding process. This new offering from Wheeler, Brand Atlas, builds on this user-friendly approach to aggregate and simplify the science behind branding with a unique visual teaching method suited for time-crunched professionals. Brand Atlas follows the recent YouTube-iPhone-Pecha Kucha era trend toward fast-paced visual instruction by neglecting needless jargon and combining vivid, full-color images and easy-to-follow diagrams to break down branding principles into basic step-by-step concepts that can be immediately applied. This handy reference: Speaks to a broad range of stakeholders in the branding process--from CEOs to designers to brand managers Provides tools to integrate brand throughout the entire customer experience, build relationships based on brand, measure a brand's value, and define a brand strategy Contains essential information illustrated through the use of diagrams With diagrams designed by Joel Katz, an internationally known information designer and a global authority on the visualization of complex information, Brand Atlas is a compact, no-nonsense guide that shows how tactical innovation in the design process is crucial to building brand assets"-- "Brand Atlas is the world's first definitive compendium of diagrams and process maps about branding, marketing and design. This resource features dozens of full color diagrams that will accelerate the understanding of core concepts and help readers navigate complex theories and best practices"--

Table of Contents:

Preface
Part 1. Dynamics: Brand Language
1. Globalization
2. Speed
3. Desire
4. The Cloud
5. Imagination
6. Experience
7. Conversation
8. Word of Mouth
9. Open Source
10. Social Networks
11. Sustainability
12. Transparency
13. Tribal
14. Innovation
15. Tipping Point
16. Crowdsourcing
17. Free
18. Ubiquity
19. Good and Different
Part 2. Intelligence: Brand Basics
20. Managing Perception
21. Identity
22. Dimensions
23. Visions
24. Essence
25. Choice
26. Brand Alignment
27. Positioning
28. Touchpoints
29. Stakeholders
30. Authenticity
31. Placemaking
32. Brand as Asset
33. Intangibles
34. Brand Architecture
35. Trademark Topology
36. Recognition
Part 3. Drive: Brand Management
37. Branding
38. Fight or Flight
39. Gap Analysis
40. Flow
41. Singularity
42. Culture
43. Service
44. Collaboration
45. 360
46. Time Management
47. Marketing
48. 80/20
49. Focus
50. Onliness
51. SWOT
52. Perceptual Mapping
Lists
Acknowledgments
Bibliography
Index
Authors
Contact

Brand Atlas : Branding intelligence made visible /

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