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Identity and Branding (Vol.8 No.1)

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Identity and Branding


In a world full of clutter and contradictory messages, effective identity and brand can be the reasons a consumer chooses one product over another. This quarter, the Journal explores what goes into creating and nurturing powerful identities and brands. Contributors distill the fundamentals, as well as address packaging, dual branding, brand extensions, and branding in digital environments. There is also an array of hands-on lessons—case studies on Lucent Technologies, Caterpillar, 3M, Imation, Haworth, Nantucket Nectars, and the country of Ireland—all of which translate identity and brand strategies into workable design management decisions.




Insights on the Theory and Practice of Branding 

Thomas Walton

Transferable Truths of Brand Identity
Lynn B. Upshaw

When a Company Becomes a Brand: An Interview with Haworth, Inc.’s John C. Berret
Bob Robbins and Anne McCuen

Creating the Identity for a $20 Billion Start-Up
Patrice Kavanaugh

Dual and Extension Branding: Using Research to Guide Design Decisions and Branding Strategy
Kevin Waters

The Rise of Interactive Branding
Jeannette Hanna

Building a Global Brand
Alvin H. Schechter

Creating a Visual Language for Ireland
Jim Dunne


Selling a Vision

Bruce Moorhouse

Building Brand Value
Bonnie Briggs


Integrated Marketing Communications and the New Package Design Reality: Access vs. Impact

Bill O’Connor

Keeping the Brand Afloat: An Interview with Tom Scott and Tom First of Nantucket
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