The brand handbook:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London
Thames & Hudson
2008
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | 112 S. Ill. |
Staff View
MARC
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Record in the Search Index
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|---|---|
| adam_text | CONTENTS
Preface 6 PART TWO
Introduction 8 Making Brands Work
Definitions in branding 21
Guidelines for branding 21 Section 5
Developing the Branding Programme 68
Starting up and managing the programme 69
PART ONE The stages of work 73
What Branding is About
Section 6
Section 1 Control, Cost and Timing 96
Brand Visibility 24 Methods of control and costing 97
The core idea 28
The visual elements 30
The four vectors of brand tangibility 31 PART THREE
Belief in Branding
Section 2
Brand Architecture 44 Section 7
Corporate, or monolithic - About Courage 102
the single business identity 46
Endorsed - the multiple business identity 47 Section 8
Branded - the brand-based identity 50 Risk 104
Modulation and modification:
creating a brand identity 51 Section 9
Brand Valuation 105
Section 3
Why and When to Introduce Branding 54
Invented brands 55 Afterword 106
Reinvented brands 55
Name changes 56 Appendix A
The trigger for change 57 The basic elements 107
Appendix B
Section 4 Checklist for the visual audit 107
The Brand as a Corporate Resource 60 Appendix C
Leadership 61 Audiences 108
Brand management 61 Appendix D
How branding helps 109
Acknowledgments 110
111
|
| adam_txt |
CONTENTS
Preface 6 PART TWO
Introduction 8 Making Brands Work
Definitions in branding 21
Guidelines for branding 21 Section 5
Developing the Branding Programme 68
Starting up and managing the programme 69
PART ONE The stages of work 73
What Branding is About
Section 6
Section 1 Control, Cost and Timing 96
Brand Visibility 24 Methods of control and costing 97
The core idea 28
The visual elements 30
The four vectors of brand tangibility 31 PART THREE
Belief in Branding
Section 2
Brand Architecture 44 Section 7
Corporate, or monolithic - About Courage 102
the single business identity 46
Endorsed - the multiple business identity 47 Section 8
Branded - the brand-based identity 50 Risk 104
Modulation and modification:
creating a brand identity 51 Section 9
Brand Valuation 105
Section 3
Why and When to Introduce Branding 54
Invented brands 55 Afterword 106
Reinvented brands 55
Name changes 56 Appendix A
The trigger for change 57 The basic elements 107
Appendix B
Section 4 Checklist for the visual audit 107
The Brand as a Corporate Resource 60 Appendix C
Leadership 61 Audiences 108
Brand management 61 Appendix D
How branding helps 109
Acknowledgments 110
111 |
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| id | DE-604.BV035117339 |
| illustrated | Illustrated |
| index_date | 2024-07-02T22:20:07Z |
| indexdate | 2024-07-09T21:22:42Z |
| institution | BVB |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016785063 |
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| physical | 112 S. Ill. |
| publishDate | 2008 |
| publishDateSearch | 2008 |
| publishDateSort | 2008 |
| publisher | Thames & Hudson |
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| spelling | Olins, Wally Verfasser aut The brand handbook Wally Olins London Thames & Hudson 2008 112 S. Ill. txt rdacontent n rdamedia nc rdacarrier Branding (Marketing) Brand name products / Management Brand name products Management HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016785063&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Olins, Wally The brand handbook Branding (Marketing) Brand name products / Management Brand name products Management |
| title | The brand handbook |
| title_auth | The brand handbook |
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| title_full | The brand handbook Wally Olins |
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| title_short | The brand handbook |
| title_sort | the brand handbook |
| topic | Branding (Marketing) Brand name products / Management Brand name products Management |
| topic_facet | Branding (Marketing) Brand name products / Management Brand name products Management |
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