Table of Contents
Introduction 6
Chapter 1 Branding Basics 8
Consumer culture-"why do we buy? 10
What is a brand? 12
Why do we brand? 14
Hew does branding work? 14
The history of branding 16
How are things changing? 18
The future for brands 19
Maintaining beloved brand status 20
Case Study: Uniqlo 21
Chapter 2 Brand Anatomy 22
Logos 24
Case study: Eurostar 26
Straplines/taglines 28
Appealing to the senses 30
Brand architecture 31
Brand families 32
Internal and external branding 34
Branding terminology 35
Chapter 3 Brand Strategy 40
Standing out from the crowd 42
Unique selling point (USP) 43
Semiotics 44
Exercise: Brand analysis 44
Case study: Apple Mac 45
Semiotic toolbox 46
Case study: Milka chocolate 51
Naming brands 52
Exercise: Creating a mood board 54
The use of emotion 54
Brand personality 56
Target marketing and brand positioning 56
Brand revolutions 59
Cultural branding 60
Rebranding 62
Case study: Lucozade 64
Trend forecasting and analysis 65
Brand failures 66
Brand ethics 68
Chapter 4 The Design Process 72
Why use a design process? 74
How does the design process work? 76
The stages of the design process 78
The design team 83
The creative process 84
The design process in the academic environment 86
Exercise: Student exercises 87
Chapter 5 Research 88
Why do we need to research? 90
Research methods 90
Researching the audience 93
The use of social media in research 98
Case study: Proctor and Gamble 100
Visual research hoards 101
Exercise: Designing a consumer-profile board 102
Other forms of research 104
Chapter 6 Analysis 108
Market sector analysis 110
Product category analysis 113
Competitor brand analysis 114
Exercise: Conducting a simple competitor brand analysis 117
Analyzing the brand environment 118
Case study: F'azer café 119
Future forecasting 120
Analysis of dale and interpreting opportunities 120
Exercise: Designing visual analysis boards 121
Brand creation strategies 124
Research and analysis in an educational setting 125
Chapter 7 Concept Development 126
Inspiration 123
The bio idea 132
Visualizing and analyzing inspiration 133
Initial concept ideas 134
Organizing your source material 139
Chapter 8 Delivering the Final Design 140
Choosing the best concept 142
Exercise: How to develop an assessment strategy 143
Final refinements 144
Presentation materials 145
Designing effective communication boards 146
Digital versus print presentations 147
The client presentation 149
Testing the final brand identity 151
Design development 152
Launching the brand identity 154
Beyond delivery 155
Glossary 156
Recommended Reading 157
Index 158
Picture Credits 160