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Brand Design

The standard guide in brand building

Gebonden Engels 2022 9789043037259
Verkooppositie 3616Hoogste positie: 3616
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Samenvatting

Following the publication of the Dutch edition of this book in 2002, Brand Design has become a household name in many boardrooms and educational courses. Ruud Boer’s model of Brand Design has guided over 30,000 marketers in shaping and designing brands. With the introduction of this new edition, marketing students and professionals now also benefit from a conceptual map of Brand Design in English!

This well-illustrated book is comprehensive, encompassing a diversity of practical examples of physical and digital brand expressions, and includes many models that are easy to understand. The centerpiece is the Brand Design model, which takes the reader from brand strategy to brand activation, in order to achieve the main goal: building brands.

New in this edition
- Twenty Mini-Cases and one Maxi-Case written by various Registered Marketers, who give you interesting insights into successful brands.
- The Brand Design model has been improved.
- More attention for digital branding.
- New section about Brand Design Management.
- Fully updated with new examples and trends in marketing, such as employee marketing and inclusion.

Brand Design is written for anyone directly or indirectly responsible for one or more brands, or anyone who is being trained to be. A growing number of colleges and universities in the Netherlands and Belgium realize that Brand Design is an important part of their curriculum and decide to use this book to educate their students. The concise theory, useful models (such as the Brand-Guide and Customer Brand Journey model) and a wealth of appealing examples make this book widely applicable.

Specificaties

ISBN13:9789043037259
Taal:Engels
Bindwijze:gebonden
Aantal pagina's:407
Druk:7
Verschijningsdatum:8-8-2022
Hoofdrubriek:Marketing
ISSN:

Expertrecensies (1)

Brand Design - ‘Must read’
Ment Kuiper | 17 augustus 2022
Wat is een merk? Een vraag waar je mogelijk niet meteen een antwoord op hebt. Het boek Brand Design van Ruud Boer begint er ook mee. Hij somt het helder en overzichtelijk op, laat vervolgens een aantal definities zien en neemt ons dan mee in het hele speelveld van marketing. Van de verschillende soorten merken tot en met de ontwikkelingen in het marketingvak.
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Over Ruud Boer

Ruud Boer is Register Marketeer (RM) en was als marketeer verantwoordelijk voor de mooie merken zoals Bols, Red Band, Venco, Reebok, LU en Liga. Sinds 1998 is hij directeur en partner van de Bataafsche Teeken Maatschappij (BTM). Met dit Rotterdamse bureau voor Brand Design helpt hij b2b- en b2c-merken om te groeien vanuit merkstrategie en vormgeving. Hij is bestuurslid van de NIMA Brand Design Community, geeft les bij de Beeckestijn Business School, verzorgt de workshops en geeft lezingen in binnen- en buitenland.

Andere boeken door Ruud Boer

Inhoudsopgave

INTRODUCTION
1 THE BRAND
1.1 History of the brand
1.2 Definitions of the brand
1.3 Types of brands
1.4 Functions of the brand
1.5 Concepts related to the brand
1.5.1 Brand personality and brand identity
1.5.2 Brand positioning, brand identity and brand image
1.5.3 Figurative mark versus brand image
1.5.4 Brand associations versus brand values versus brand equity
1.5.5 Brand salience
1.6 Developments in marketing
1.6.1 Purpose marketing
1.6.2 Omni-channel marketing
1.6.3 Online marketing
1.6.4 Employer marketing & employee marketing
1.6.5 Neuromarketing
1.6.6 Big data marketing
1.6.7 Business Model Canvas

2 BRAND STRATEGY
2.1 Corporate Brands, Product Brands, and Concept Brands
2.2 Brand architecture and brand hierarchy
2.3 Brand positioning
2.4 Brand target groups
2.5 Brand base: The Brand Basics model
2.6 Brand development strategies
2.6.1 Brand Activation
2.6.2 Brand Restyling
2.6.3 Brand Repositioning
2.6.4 Line Extension
2.6.5 Brand Extension
2.6.6 Brand Switching
2.6.7 Brand Introduction

3 BRAND DESIGN
3.1 The wonderful world of design
3.2 What is Brand Design?
3.3 The Brand Design model
3.4 The Brand Identity model
3.5 Features of Brand Design
3.6 The Brand Design process
3.7 Orchestration
3.8 Internal branding
3.9 Brand Design management
3.10 The briefing

4 MENTAL BRAND IDENTITY
4.1 Brand vision
4.2 Brand mission
4.3 Brand values
4.4 Brand personality
4.5 Brand promise
4.6 Brand essence

5 VISUAL BRAND IDENTITY
5.1 Sensory characteristics
5.2 The tone of voice
5.3 Brand icons
5.4 Design strategy
5.5 Design thinking

6 PHYSICAL BRAND EXPRESSIONS
6.1 Physical brand expressions: corporate
6.1.1 Stationery
6.1.2 Building and interior
6.1.3 Reports
6.1.4 Transport and clothing
6.2 Physical brand expressions: products and services
6.2.1 Packaging
6.2.2 Product design (3D)
6.2.3 Services and Service Design
6.2.4 In-store and POS materials
6.3 Physical brand expressions: communication
6.3.1 Advertisements and promotions
6.3.2 Brochures and leaflets
6.3.3 Fairs and events
6.3.4 Sponsorship
6.4 Physical brand expressions: internal
6.4.1 Staff magazine
6.4.2 Brand passport
6.4.3 Brand workshops and training
6.4.4 Onboarding

7 DIGITAL BRAND EXPRESSIONS
7.1 Digital brand expressions: corporate
7.1.1 Website
7.1.2 PowerPoint
7.1.3 E-mail signature
7.1.4 Templates
7.2 Digital brand expressions: products and services
7.2.1 Webshop
7.2.2 Apps
7.2.3 Comparison sites
7.2.4 Games and VR & AR
7.3 Digital brand expressions: communication
7.3.1 Social media & YouTube
7.3.2 SEA and online banners
7.3.3 Affiliates and influencers
7.3.4 E-mail marketing
7.4 Digital brand expressions: internal
7.4.1 Intranet
7.4.2 Brand meetings and workshops
7.4.3 Image bank and SharePoint
7.4.4 Brand manual

8 BRAND ACTIVATION
8.1 Brand Activation
8.2 Personas
8.3 Customer journey and Service Design
8.4 The Customer Brand Journey model
8.5 The Employee Brand Journey model
8.6 Case Suriname – activating the country as a brand

GLOSSARY
REFERENCES
INDEX

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