Designing B2B brands: lessons from Deloitte and 195,000 brand managers

Section 1 Defining it     Brand overview     What is branding? 2     What is brand identity? 6     B2C versus B2B branding 10     The "brandscape" 14     Brand strategy 16     Brand architecture 20     Brand purpose 24     Brand positioning 26     Brand experience 30     Brand engagement 34     Brand measurement 38     Section 2 Building it     Brand elements     Name 44     Tagline 48     Tone of voice 52     Logo 56     Color 60     Typography 64     Imagery 68     Composition 72     Iconography 76     Information graphics 80     Sound 84     Section 3 Using it     Brand applications     Business materials 90     Presentations 94     Brochureware 98     Magazines and newspapers 102     Reviews and reports 106     Proposals 110     Packaging 114     One-time materials 118     Advertising 122     Sponsorships 128     Electronic communications 132     Websites 136     Mobile apps 140     Social media 146     Audiovisuals 150     Office environments 154     Events and exhibitions 164     Merchandise 168     Section 4 Defending it     From alliance to compliance     Brand asset management 174     Brand compliance 178     Brand champions 182     Designers and networks 186     Rollout strategies 190     Workshops and education 194     Evolving the system 200     Image Credits 204     About the authors 206     Index 209