Designing brand identity An essential guide for the entire branding team

The book's subtitle very accurately bills this work as "an essential guide for the whole branding team." Wheeler, a brand consultant, has produced a tool kit loaded with every resource imaginable to build and sustain a powerful branding program. The book is nicely organized into three major sections, beginning with clear, concise descriptions of the basic concepts or building blocks needed to get all members of the branding team on the same page; then the processes by which a branding program becomes a reality; and finally, a collection of 51 case studies that illuminate best practices and serve as models for anyone aspiring to make their brand truly memorable. Best practices are highlighted by the likes of Amazon.com, Coca-Cola, Good Housekeeping, Kleenex, and Starbucks. The volume is excellent throughout, but particularly praiseworthy are a section on marketing research as the pillar of a sound brand identity program as well as one that presents a series of guidelines for managing brand assets. Those two activities represent the foundation of a winning brand identity program. In sum, this book offers an excellent description and analysis of every step along the path to a winning brand identity program. Summing Up: Highly recommended. All levels of undergraduate and marketing graduate students; researchers; practitioners. N. A. Govoni Babson College