Enhanced descriptions from Syndetics:

From researching the competition to translating the vision of the CEO, to designing and implementing an integrated brand identity programme, the meticulous development process of designing a brand identity is presented through a highly visible step-by-step approach in five phases.

Table of contents provided by Syndetics

• Part 1 presents the fundamental concepts needed to jumpstart the brand identity process and create a shared vocabulary for the entire team.
• Brand basics
• What is brand? (p. 2)
• What is brand identity? (p. 4)
• What is branding? (p. 6)
• Who are stakeholders? (p. 8)
• Why invest? (p. 10)
• Brand strategy (p. 12)
• Positioning (p. 14)
• Big idea (p. 16)
• Customer experience (p. 18)
• Names (p. 20)
• Brand architecture (p. 22)
• Taglines (p. 24)
• Staying on message (p. 26)
• Cross Cultures (p. 28)
• Brand identity ideals
• Overview (p. 30)
• Vision (p. 32)
• Meaning (p. 34)
• Authenticity (p. 36)
• Differentiation (p. 38)
• Durability (p. 40)
• Coherence (p. 42)
• Flexibility (p. 44)
• Commitment (p. 46)
• Value (p. 48)
• Brand identity elements
• Brand marks (p. 50)
• Sequence of cognition (p. 52)
• Word marks (p. 54)
• Letter form marks (p. 56)
• Pictorial marks (p. 58)
• Abstract marks (p. 60)
• Emblems (p. 62)
• Characters (p. 64)
• Look and feel (p. 66)
• Brand forces
• Brand Dynamics (p. 68)
• Sustainability (p. 70)
• Social media (p. 72)
• Brand licensing (p. 74)
• Private labeling (p. 76)
• Certification (p. 78)
• Personal branding (p. 80)
• Before and after
• Merger (p. 82)
• New name (p. 83)
• Redesign (p. 84)
• Packaging (p. 86)
• Part 2 presents a universal brand identity process regardless of the project's scope and nature. This section answers the question "Why does it take so long?"
• A process for success (p. 90)
• Managing the process (p. 92)
• Measuring success (p. 94)
• Collaboration (p. 96)
• Decision making (p. 98)
• Insight (p. 100)
• Phase 1 Conducting research
• Overview (p. 102)
• Market research (p. 104)
• Usability (p. 106)
• Marketing audit (p. 108)
• Competitive audit (p. 110)
• Language audit (p. 112)
• Audit readout (p. 114)
• Phase 2 Clarifying strategy
• Overview (p. 116)
• Narrowing the focus (p. 118)
• Brand brief (p. 120)
• Naming (p. 122)
• Phase 3 Desinging identity
• Overview (p. 124)
• Logotype + signature (p. 126)
• Color (p. 128)
• More color (p. 130)
• Typography (p. 132)
• Sound (p. 134)
• Motion (p. 136)
• Trial applications (p. 138)
• Presentation (p. 140)
• Phase 4 Creating touch points
• Overview (p. 142)
• Trademark process (p. 144)
• Letterhead (p. 146)
• Business card (p. 148)
• Collateral (p. 150)
• Website (p. 152)
• Favicons (p. 154)
• Signage (p. 156)
• Product design (p. 158)
• Packaing (p. 160)
• Advertising (p. 162)
• Environments (p. 164)
• Vehicles (p. 166)
• Uniforms (p. 168)
• Ephemera (p. 170)
• Phase 5 Managing assets
• Managing assets
• Overview (p. 172)
• Changing brand identity (p. 174)
• Launching brand identity (p. 176)
• Building brand champions (p. 178)
• Internal design teams (p. 180)
• Brand books (p. 182)
• Standards content (p. 184)
• Standards + guidelines (p. 186)
• Online branding tools (p. 188)
• Reproduction files (p. 190)
• Global metrics (p. 192)
• Best Practices
• Part 3 showcases best practices: Local and global, public and private, these projects inspire and examplity original flexible, lasting solution.
• ACLU (p. 196)
• Amazon.com (p. 198)
• Apotek (p. 200)
• Assurant (p. 202)
• Aveda Uruku (p. 204)
• Beeline (p. 206)
• BP (p. 208)
• California Academy of Sciences (p. 210)
• Cereality (p. 212)
• Chambers Group (p. 214)
• City Church Eastside (p. 216)
• Coca-Cola (p. 218)
• Eimer Stahl (p. 220)
• FedEx (p. 222)
• Feng (p. 224)
• FORA.tv (p. 226)
• GE (p. 228)
• Good Housekeeping Seal (p. 230)
• Heavy Bubble (p. 232)
• Herman Miller (p. 234)
• Hot Wheels (p. 236)
• HP (p. 238)
• IUNI Educational (p. 240)
• Kort & Godt (p. 242)
• Laura Zindel (p. 244)
• Library of Congress (p. 246)
• MoMA (p. 248)
• The New School (p. 250)
• NIZUC (p. 252)
• Obama (p. 254)
• Olympic Games (p. 256)
• Park Angels (p. 258)
• PNC Virtual Wallet (p. 260)
• Presbyterian Church (p. 262)
• Preferred (p. 264)
• (RED) (p. 266)
• Saks Fifth Avenue (p. 268)
• SugarFISH (p. 270)
• Superman (p. 272)
• Tate (p. 274)
• Thomas Jefferson's Poplar Forest (p. 276)
• TiVo (p. 278)
• Unilever (p. 280)
• Vanguard ETFs (p. 282)
• Velfina (p. 284)
• Vueling (p. 286)
• The Wild Center (p. 288)
• Xohm (p. 290)
• Bibliography (p. 292)
• Index (p. 294)
• About the author (p. 310)

Reviews provided by Syndetics

CHOICE Review

The book's subtitle very accurately bills this work as "an essential guide for the whole branding team." Wheeler, a brand consultant, has produced a tool kit loaded with every resource imaginable to build and sustain a powerful branding program. The book is nicely organized into three major sections, beginning with clear, concise descriptions of the basic concepts or building blocks needed to get all members of the branding team on the same page; then the processes by which a branding program becomes a reality; and finally, a collection of 51 case studies that illuminate best practices and serve as models for anyone aspiring to make their brand truly memorable. Best practices are highlighted by the likes of Amazon.com, Coca-Cola, Good Housekeeping, Kleenex, and Starbucks. The volume is excellent throughout, but particularly praiseworthy are a section on marketing research as the pillar of a sound brand identity program as well as one that presents a series of guidelines for managing brand assets. Those two activities represent the foundation of a winning brand identity program. In sum, this book offers an excellent description and analysis of every step along the path to a winning brand identity program. Summing Up: Highly recommended. All levels of undergraduate and marketing graduate students; researchers; practitioners. N. A. Govoni Babson College