Building brand identity : a strategy for success in a hostile marketplace/
B Upshaw, Lynn,
Building brand identity : a strategy for success in a hostile marketplace/ Lynn B Upshaw - New York : J. Wiley & Sons, 1995. - 354 p.; 24 cm
BUILDING BRAND IDENTITY. The Brand Identity Strategy. Evaluating the Brand Reality. Indivisualizing the Customer. Prompting a Power Positioning. Humanizing the Identity. IDENTITY BUILDING IN THE REAL WORLD. Managing Identity Contacts in the Real World. Cases I: A Shoe, a Mouse, Brands Around the House. Cases II: One Old, One New, One Blue. Creating the Interactive Identity. Minding the Brand Identity. Chapter Notes. References. Index.
Using a practical analytical approach, this timely work presents information and insights on the daily challenges brand managers face. Divided into two sections, the first emphasizes the need to understand customers and the current brand's assets before proceeding to refashion the brand's positioning and personality.
9780471042204
Desarrollo de estrategias--Mercado
Marketing
HD 62.4 / U944b 1995
Building brand identity : a strategy for success in a hostile marketplace/ Lynn B Upshaw - New York : J. Wiley & Sons, 1995. - 354 p.; 24 cm
BUILDING BRAND IDENTITY. The Brand Identity Strategy. Evaluating the Brand Reality. Indivisualizing the Customer. Prompting a Power Positioning. Humanizing the Identity. IDENTITY BUILDING IN THE REAL WORLD. Managing Identity Contacts in the Real World. Cases I: A Shoe, a Mouse, Brands Around the House. Cases II: One Old, One New, One Blue. Creating the Interactive Identity. Minding the Brand Identity. Chapter Notes. References. Index.
Using a practical analytical approach, this timely work presents information and insights on the daily challenges brand managers face. Divided into two sections, the first emphasizes the need to understand customers and the current brand's assets before proceeding to refashion the brand's positioning and personality.
9780471042204
Desarrollo de estrategias--Mercado
Marketing
HD 62.4 / U944b 1995