Franklin

Designing B2B Brands : Lessons from Deloitte and 195,000 Brand Managers.

Author/Creator:
Martinez Onaindia, Carlos.
Publication:
New York : John Wiley & Sons, Incorporated, 2013.
Format/Description:
Book
1 online resource (225 pages)
Edition:
1st ed.
Status/Location:
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Other records:
Subjects:
Logos (Symbols) -- Design.
Form/Genre:
Electronic books.
Summary:
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.
Contents:
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.
Notes:
Description based on publisher supplied metadata and other sources.
Local notes:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2021. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
Contributor:
Resnick, Brian.
Other format:
Print version: Martinez Onaindia, Carlos Designing B2B Brands
ISBN:
9781118554432
9781118457474
OCLC:
829459869