Brand Design

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