Brand Design and Development Manual

Author: Han Guangjun
Publisher:
Publishing Date: 2002-11-01
Features: This book elaborates on over 270 entries detailing the nature and design principles of brands, the types and design procedures of brand names, brand identifiers, logo design, brand font design, brand color design, branded packaging design, brand awareness in complex consumer behavior, brand associations and brand loyalty, marketing strategy decisions for brands, hierarchical competitive strategies for brands, promotional planning for brands, positioning and creativity in brand promotion, brand extension strategies, and brand protection strategies. The book analyzes the development processes of hundreds of famous domestic and international brands and proposes the development path for Chinese brands based on these insights.