By Robin Landa
Wadsworth Cengage Learning, 2005, ISBN: 1418011606

Available on amazon.com

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.

Table of contents:

Foreword

Introduction: Historical Overview

Preface

PART I Strategy

Chapter 1. What is branding?

Chapter 2. The Branding Process

PART II IDEAS

Chapter 3. Formulating Relevant Branding Ideas

Chapter 4. Brand Constructs: Strategic Advantages

Part III DESIGN

Chapter 5. On Designing

Chapter 6. Designing Visual Language Elements of the Brand Identity

Chapter 7. Designing Brand Identity Applications: Identification Graphics

Chapter 8. Designing Brand Identity Applications: Advertising and Promotional

Part IV DESIGN: More Case Studiies

Glossary

Bibliography

Index

Features:

• Effectively communicates the premise that every encounter a viewer has with a brand shapes that viewer's perception of a brand.
• Lively case studies and full-color examples from leading branding firms, design studios, and advertising agencies help to illuminate important theories and points.
• Examines comprehensive integrated branding programs as well as individual key brand applications for print and interactive media.
• Reveals successful strategies for conceiving ideas, brand constructs, and writing design briefs.
• CD e-resource available from Cengage Learning for instructors who adopt Graphic Design Solutions http://www.cengage.com/highered/