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Summary
Summary
In today's competitive marketplace, establishing a creative and comprehensive branding program is crucial to achieving business success. This dynamic new book from best-selling author Robin Landa is an all-inclusive guide to generating ideas and creating brand applications that resonate with an audience. A highly visual examination of each phase of the branding process includes comprehensive coverage of the key brand applications of graphic design and advertising. Readers gain valuable insight into the art of designing individual brand applications-brand identity, promotional design, identification graphics, web sites, advertising, and unconventional/guerilla formats, among others-while benefiting from the thoughtful commentary and full-color branding work of award-winning designers and creative directors worldwide.
Author Notes
Robin Landa is a Professor in the Department of Design at Kean University of New Jersey and a branding consultant and creative strategist with Design Management Associates (DMA) in Jersey City, New Jersey
Reviews 1
Choice Review
Landa, author of ten books, a professor of design (Kean Univ.), and a branding/creative strategist, focuses on the visual aspects of branding. Her book would most benefit those who have never been exposed to marketing; it is light on content although heavy with examples. The written content consists mainly of basic definitions and lists. The book's ten chapters are grouped into three parts. Chapters 1 and 2 deal with basic, brand-related definitions and the rudiments of branding, but do not mention brand equity. Chapters 3 and 4 define "brand concept" and "brand constructs." Both are replete with examples but offer little explanation. The heart of the book, part 3, deals with "design." Chapters 5 through 8 discuss using designs to visually portray brands. These chapters offer little insight beyond the basics of using advertising and promotions to communicate with a market. Chapter 9 showcases some case studies, but each essentially says "we wanted to say this" so "here is what we came up with." The final chapter advises that professionals should be ethical and concludes with a social agenda to be "green." ^BSumming Up: Recommended. General readers, beginning students, and entrepreneurs, particularly those interested in the visual design aspects of branding. G. Riecken Georgia Southern Univesity
Table of Contents
| Foreword | p. ix |
| Preface | p. xi |
| A Brief Overview of the History of Branding | p. xx |
| Showcase: Heinz | p. xxv |
| Showcase: Ivory Soap | p. xxvi |
| Showcase: Campbell's Soup | p. xxvii |
| Showcase: Trix 1954-1991 | p. xxix |
| Showcase: Historic Ad Council Campaigns | p. xxxi |
| Part I Strategy | p. 1 |
| Chapter 1 What is Branding? | p. 3 |
| What is a Brand? | p. 4 |
| What is Branding? What is a Brand Experience? | p. 9 |
| Case Study from Liska + Associates: Northwestern Nasal + Sinus | p. 10 |
| What are the Types of Branding? | p. 14 |
| Who Creates Brand Experiences? | p. 22 |
| Case Study from Mustoes: Penguin Books | p. 24 |
| Chapter 2 The Branding Process | p. 29 |
| Strategy | p. 30 |
| Concept | p. 36 |
| Applications | p. 36 |
| Implementation | p. 37 |
| Case Study from Liska + Associates: Racine Art Museum | p. 39 |
| Part II Concepts | p. 43 |
| Chapter 3 Formulating Relevant Branding Concepts | p. 45 |
| Know Your Audience | p. 46 |
| Finding the Concept | p. 50 |
| Chapter 4 Brand Constructs: Strategic Advantages | p. 59 |
| Defining a Construct | p. 60 |
| Delivering the Brand Promise | p. 60 |
| Branding Construct Approaches | p. 65 |
| Case Study from Sandstrom Design: Converse | p. 66 |
| Creative Brief from The Richards Group: Motel 6 | p. 75 |
| Case Study from KesselsKramer: Ben | p. 80 |
| Historical Case Study: Betty Crocker | p. 92 |
| Part III Design | p. 95 |
| Chapter 5 On Designing | p. 97 |
| Designing with Sense and Sensibility | p. 98 |
| Case Study from Liska + Associates: Hotel 71 | p. 102 |
| Considerations When Designing | p. 106 |
| Case Study from Blackburn's Ltd.: Lipovitan | p. 107 |
| Case Study from Pentagram: EAT | p. 108 |
| Designing an Application for an Existing Brand | p. 115 |
| Case Study from Hornall Anderson Design Works: Seattle SuperSonics | p. 118 |
| Designing on a Tight Budget | p. 123 |
| Chapter 6 Designing Visual Language Elements of the Brand Identity | p. 125 |
| Naming a Brand | p. 126 |
| Case Study from Pentagram: Joyco | p. 127 |
| Designing a Logo | p. 130 |
| Case Study from Sibley Peteet Design: O's Campus Cafe | p. 141 |
| Case Study from Mattmo Concept/Design: Yumi | p. 143 |
| Taglines | p. 145 |
| Case Study from Sandstrom Design: noodlin' | p. 146 |
| Chapter 7 Designing Brand Identity Applications: Identification Graphics | p. 149 |
| Stationery | p. 150 |
| Business Card | p. 156 |
| Branded Environments and Signage | p. 159 |
| Packaging | p. 161 |
| Case Study from Doyle Partners: Martha Stewart Everyday | p. 164 |
| Chapter 8 Designing Brand Identity Applications: Advertising and Promotional Design | p. 175 |
| Advertising the Brand | p. 176 |
| Case Study from The Richards Group: Chick-fil-A | p. 188 |
| Promotional Design | p. 198 |
| Digital Advertising and Promotional Design | p. 213 |
| Chapter 9 Behind the Brand | p. 223 |
| Design Management: Commitment to the Brand by Denise Anderson | p. 225 |
| Case Study from Olson: Minnesota Wild | p. 226 |
| Case Study from Mustoes: Confetti.co.uk | p. 230 |
| Case Study from VSA Partners, Inc.: Cingular | p. 233 |
| Case Study from Mires: Arena Stage | p. 235 |
| Case Study from Renegade Marketing Group: Panasonic | p. 238 |
| Chapter 10 The Ethics of Branding | p. 241 |
| What are the Ethics of Branding? | p. 242 |
| Glossary | p. 249 |
| Suggested Bibliography | p. 253 |
| Subject Index | p. 257 |
| Brands, Groups, Creative Professionals, Agencies, and Studios Index | p. 263 |
