Designing B2B brands : lessons from Deloitte and 195,000 brand managers (eBook, 2013) []
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Designing B2B brands : lessons from Deloitte and 195,000 brand managers

Author: Carlos Martinez Onaindia; Brian Resnick
Publisher: Hoboken, N.J. : Wiley, ©2013.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Get tactical insight from the top business-to-business branding experts-and gain a global presence This comprehensive manual lays out the steps necessary for creating an iconic global identity. It uses the lessons and inside knowledge of Deloitte, the world's largest professional services organization, to help other business-to-business operations deliver a high-impact, value-added brand experience. This book will  Read more...

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Genre/Form: Electronic books
Additional Physical Format: Print version:
Martinez Onaindia, Carlos.
Designing B2B brands.
Hoboken, N.J. : Wiley, ©2013
(DLC) 2012039446
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Carlos Martinez Onaindia; Brian Resnick
ISBN: 9781118554432 1118554434 9781118557334 1118557336 9781118557631 1118557638
OCLC Number: 815044333
Notes: Includes index.
Description: 1 online resource
Contents: Section 1: Defining it: Brand overview (What is branding, and why is it more important than ever? Before a global business-to-business brand can be built, its true meaning, reach, and value must be fully understood.) --
What is branding? --
What is brand identity? --
B2C versus B2B branding --
The "brandscape" --
Brand strategy --
Brand architecture --
Brand purpose --
Brand positioning --
Brand experience --
Brand engagement --
Brand measurement. Section 2: Building it: Brand elements (The core components of a corporate identity will shape every single piece of communication, guaranteeing clarity and consistency. The strength and compatibility of these design elements is directly correlated to the impact of the brand.) --
Name --
Tagline --
Tone of voice --
Logo --
Color --
Typography --
Imagery --
Composition --
Iconography --
Information graphics --
Sound. Section 3: Using it: Brand applications (Successful global systems are flexible, allowing for extensions of all brand elements while retaining consistency. Understanding and planning for every channel and vehicle of connectivity is critical.) --
Business materials --
Presentations --
Brochureware --
Magazines and newspapers --
Reviews and reports --
Proposals --
Packaging --
One-time materials --
Advertising --
Sponsorships --
Electronic communications --
Websites --
Mobile apps --
Social media --
Audiovisuals --
Office environments --
Events and exhibitions --
Events and exhibitions --
Merchandise. Section 4: Defending it: From alliance to compliance (No matter how strong the system, its effectiveness is ultimately determined by the active management of a centralized team, in concert with a globally shared desire to foster the brand.) --
Brand asset management --
Brand compliance --
Brand champions --
Designers and networks --
Rollout strategies --
Workshops and education --
Evolving the system.
Responsibility: Carlos Martinez Onaindia & Brian Resnick.


As an in-depth explanation of one organisation s brand strategy, this guide is both fascinating and full of useful insights.  Read more...


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