Description

Book Synopsis
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.

Table of Contents
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.

Building Brand Identity A Strategy for Success

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    A Hardback by Lynn B. Upshaw

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      View other formats and editions of Building Brand Identity A Strategy for Success by Lynn B. Upshaw

      Publisher: John Wiley & Sons Inc
      Publication Date: 14/07/1995
      ISBN13: 9780471042204, 978-0471042204
      ISBN10: 047104220X
      Also in:
      Sales and marketing

      Description

      Book Synopsis
      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.

      Table of Contents
      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.

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