Brand Atlas: Branding Intelligence Made Visible 9780470433423 下载 fb2 pdf rb kindle 115盘 极速 azw3

　　"Brand Atlas" is the world's first definitive compendium of

diagrams and process maps about branding, marketing and design.

This resource features dozens of full color diagrams that will

accelerate the understanding of core concepts and help readers

navigate complex theories and best practices.

Dynamics

Brand Landscape Global Sourcing

Speed  Design Thinking

Word of Mouth

Conversation

Interconnected

Open Source

Social Networks

Experience

Passion

Transparency

The Cloud

Sustainability

Mobility

Crowdsourcing

Free

Placemaking

Choice

Intelligence

Brand Basics Brand as Identity

Vision

Needs and Desire

Touchpoints

Purpose

Spirit and Soul

Perception

Authenticity

Positioning

Stakeholders

Big Idea

Brand as Asset

Brand Extensions

Brand Alignment

Brand Architecture

Recognition

Trademarks

Drive

Brand Management Names

Good and Different

Branding

Simplicity

Culture

Collaboration

Time Management

Competencies

Insight

Focus

Customer Service

Customer-centric

Growth

Metrics

Fight or Flight

Onliness Exercise

Perceptual Mapping

SWOT Exercise

Flow

Details

Brand Questions

Project Management

Brand Decisions

Branding Process

Big Idea Process

Bibliography

Credits

Index

Gratitude  Authors' Reflections

Diagram Matrix

About the Authors

　　Alina Wheeler is a branding consultant and author of Designing

Brand Identity (Wiley), the bestselling global resource for

businesses and nonprofits. Her business is managing perception; her

service is strategic imagination and her passion is brand. She was

advisory council member for The Dictionary of Brand, edited by

Marty Neumeier, along with Seth Godin, Al Ries, and Tom Kelley.

Joel Katz is an information designer and a global authority on the

visualization of complex information. He lectures internationally

and is a Fellow of the American Academy in Rome (2003). A graduate

of Yale College and the Yale School of Art in graphic design, he

teaches information design at The University of the Arts and

Philadelphia University.

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媒体评论

　　'...user-friendly approach to aggregate and simplify the

science behind branding...essential principles of branding are

broken down into basic step-by-step concepts.' (Finance &

Management, April 2011).