CARLOS MARTINEZ ONAINDIA is Senior Manager, Global Brand, and BRIAN RESNICK is Associate Director, Global Brand, both at Deloitte Touche Tohmatsu Limited. They provide strategic and creative counsel around brand identity, which is active in more than 150 countries.
Designing B2B Brands: Lessons from Deloitte and 195,000 brand managers Contents Section 1: Defining it What is branding? What is brand identity? B2B versus B2C branding The "brandscape" Brand strategy Brand architecture Brand purpose Brand positioning Brand experience Brand engagement Brand measurement Section 2: Building it Name Tagline Tone of voice Logo Color Typography Imagery Composition Iconography Information graphics Sound Section 3: Using it 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 Merchandise Section 4: Defending it Brand asset management Brand compliance Brand champions Designers and networks Rollout strategies Workshops and education Evolving the system Image credits The authors Index.
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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2021. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.