000			02597cam a2200505 i 4500
001			18942968
005			20220823105206.0
008			160120t20162016nyua b 001 0 eng d
010			_a 2016931255
020			_a9780500518960 _qhardback.
035			_a(OCoLC)ocn958378030
040			_aERASA _beng _cERASA _erda _dUAB _dCHVBK _dOCLCF _dA7U _dIBI _dDLC _dEG-CaTKH
042			_alccopycat
050	0	0	_aHF5415.1255 _b.J65 2016
082	0	4	_a658.827 JO.B 2016 _223
100	1		_aJohnson, Michael, _d1964- _eauthor.
245	1	0	_aBranding : _bin five and a half steps / _cMichael Johnson.
264		1	_aNew York, New York : _bThames & Hudson, _c2016.
300			_a320 pages : _billustrations (chiefly color) ; _c25 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references (pages 310-315) and index.
505	0		_aInvestigate -- Strategy and narrative -- Bridging the gap -- Design -- Implement -- Engage or revive.
520	8		_aIn this book Johnson strips everyday brands down to their basic components, with case studies that enable us to understand why we select one product or service over another and allow us to comprehend how seemingly subtle influences can affect key life decisions. The first part of the book shows how the birth of a brand begins not with finding a solution but rather with identifying the correct question the missing gap in the market to which an answer is needed. Johnson proceeds to unveil hidden elements involved in creating a successful brand from the strapline that gives the brand a narrative and a purpose to clever uses of typography that unite design and language. This book explores every step of the development process required to create the simplest and most immediately compelling brands.
650		0	_aBranding (Marketing)
650		0	_aBrand name products.
650			_aBrand name products.
650			_aBranding (Marketing)
650			_aWerbung.
650			_aMarke.
650			_aGebrauchsgrafik.
650			_aWerbegraphik.
906			_a7 _bcbc _ccopycat _d2 _encip _f20 _gy-gencatlg
942			_2ddc _cBK
998			_ayomna nassar _bP _d20220823
999			_c1201 _d1201