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Branding : in five and a half steps : the definitive guide to the strategy and design of brand identities / Michael Johnson.

By: Johnson, Michael, 1964- [author.].
Material type: materialTypeLabelBookPublisher: New York : Thames & Hudson, 2016Description: 320 pages : illustrations (chiefly color) ; 26 cm.ISBN: 9780500518960.Other title: Definitive guide to the strategy and design of brand identities.Subject(s): Branding (Marketing) | Brand name productsDDC classification: 658.827 Summary: In this book Johnson strips everyday brands down to their basic components, with case studies that enable us to understand why we select one product or service over another and allow us to comprehend how seemingly subtle influences can affect key life decisions. The first part of the book shows how the birth of a brand begins not with finding a solution but rather with identifying the correct question the missing gap in the market to which an answer is needed. Johnson proceeds to unveil hidden elements involved in creating a successful brand from the strapline that gives the brand a narrative and a purpose to clever uses of typography that unite design and language. This book explores every step of the development process required to create the simplest and most immediately compelling brands.
List(s) this item appears in: Design
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Item type Current location Collection Call number Status Date due Barcode
Book Book USJ Library - Ilha Verde Campus
1/F General Circulation
General Circulation 658.827 JOH 2016 (Browse shelf) Available 29257

Includes bibliographical references (pages 310-315) and index.

In this book Johnson strips everyday brands down to their basic components, with case studies that enable us to understand why we select one product or service over another and allow us to comprehend how seemingly subtle influences can affect key life decisions. The first part of the book shows how the birth of a brand begins not with finding a solution but rather with identifying the correct question the missing gap in the market to which an answer is needed. Johnson proceeds to unveil hidden elements involved in creating a successful brand from the strapline that gives the brand a narrative and a purpose to clever uses of typography that unite design and language. This book explores every step of the development process required to create the simplest and most immediately compelling brands.

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