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Kleenex. Pepsi. Dell. Xerox. When do brands become synonymous with products? How do these brands create instant recognition of quality? Branding Identity attempts to distill the subtle alchemy behind transforming a product to sell into a brand that sells products. Using a wide range of examples from global brands such as Oxfam, Asics, and the North Face, the editors of this title share their marketing expertise on topics such as subbranding, leveraging familiar brands into new campaigns, and utilizing familiar cultural touchstones to strengthen a logo. They illustrate their insightful commentary with a diverse selection of branded calendars, apparel, magazines, and more, showing the distinctive images in the context of their use, whether on a bus stop poster or a bottle of perfume. This title is both an intelligent resource for marketing-savvy graphic designers and an essential introduction for any executive looking to distinguish a brand.
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