Building brand identity : a strategy for success in a hostile marketplace/ Lynn B Upshaw
Language: eng Publication details: New York : J. Wiley & Sons, 1995.Description: 354 p.; 24 cmISBN:- 9780471042204
- HD 62.4 U944b 1995
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Biblioteca Juan Bosch | Biblioteca Juan Bosch | Ciencias Sociales | Ciencias Sociales (3er. Piso) | HD 62.4 U944b 1995 (Browse shelf(Opens below)) | 1 | Available | 00000146515 |
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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.
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