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Overview

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.

Robin Landa, Kean University

Robin Landa holds the title of Distinguished Professor in the Michael Graves College at Kean University. She has written 23 books, including ADVERTISING BY DESIGN, 3rd Edition; NIMBLE: THINKING CREATIVELY IN THE DIGITAL AGE; BUILD YOUR OWN BRAND; DRAW!; TAKE A LINE FOR A WALK; and DESIGNING BRAND EXPERIENCES. Robin has received numerous awards and honors from such organizations as the National Society of Arts and Letters, the National League of Pen Women, Creativity and the ADCNJ. In addition to winning a Human Rights Educator Award, Robin was lauded by the Carnegie Foundation as among the "Great Teachers of Our Time." She is a monthly contributor to HOW Design magazine and a presenter and keynote speaker at international design conferences. Robin also presents at universities, judges design competitions and is a chairperson of Design Incubation, an advocacy organization dedicated to communication design research.
  • 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 branding programs as well as individual brand applications for efficacy and creativity
  • Reveals successful strategies for conceiving ideas, brand constructs, and writing design briefs
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 Design
Part IV. More Case Studies

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  • ISBN-10: 1133675654
  • ISBN-13: 9781133675655
  • STARTING AT $14.49

  • STARTING AT $16.49

  • ISBN-10: 1401848877
  • ISBN-13: 9781401848873
  • Bookstore Wholesale Price $79.50
  • RETAIL $105.95