What's Your Business? : Corporate Design Strategy Concepts and Processes.

Cover -- Contents -- List of Figures -- List of Tables -- List of Plates -- Preface -- Acknowledgements -- List of Abbreviations -- Part I Ground Base - How Corporate Design Started and Evolved -- Introduction -- 1 Corporate Identity and Image Development -- 2 Corporate Identity and Branding Debate -- 3 New Media, Communication and Reputation -- Part I Summary -- Part II Setting the Strategy -- Introduction -- 4 Corporate Strategy -- 5 Storytelling and Identity -- 6 Corporate Design Strategy -- 7 Perception and Perspectives -- Part II Summary -- Part III Cohesive Design Management -- Introduction -- 8 Cohesive Design Management -- 9 Business and Intellectual Property Law -- Part III Summary -- Part IV Navigating Symbolic Practice -- Introduction -- 10 The Symbolic Aesthetic -- 11 The Visual Identity Creative Process -- 12 Symbolism - Organisational Behaviour -- Part IV Summary -- Part V Digital Corporate Design -- Introduction -- 13 Digital Branding Strategy -- 14 Designed Website Content -- 15 The Social Business -- Part V Summary -- 16 Summary and Conclusions -- Bibliography -- Index.

What's Your Business? offers a comprehensive pathway through corporate design, clarifying the relationship between corporate design and corporate strategy and the terms identity, brand, image, communication and reputation. It explores the impact of developing digital technology on brand creation which uniquely positions a business in a marketplace, through symbolic and coherent design. By combining corporate and design strategy with creativity, Claire Tomlins illustrates the subject's diversity. She ensures businesses set goals, strategies and plans and that they take care in selecting an identity to spark the corporate design strategy and creative inputs for marketing purposes; including design management, measurements and IP topics. This book explains to business people, designers and students why design is important and where each of their skills are required within the corporate environment.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.