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Building Brand Identity : A Strategy for Success in a Hostile Marketplace - Lynn B. Upshaw

Building Brand Identity

A Strategy for Success in a Hostile Marketplace

Hardcover Published: 15th June 1995
ISBN: 9780471042204
Number Of Pages: 368

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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. The second half presents a detailed look at the practicalities of branding in today's tough market conditions along with an in--depth description and analysis of six major brands which have succeeded in creating strong identities. Includes hundreds of actual, up--to--the--minute examples.

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.

ISBN: 9780471042204
ISBN-10: 047104220X
Series: New Directions in Business
Audience: General
Format: Hardcover
Language: English
Number Of Pages: 368
Published: 15th June 1995
Country of Publication: US
Dimensions (cm): 24.5 x 16.25  x 3.14
Weight (kg): 0.69
Edition Number: 1