Building brand identity : a strategy for success in a hostile marketplace /
Upshaw, Lynn B., 1947-
Building brand identity : a strategy for success in a hostile marketplace / Lynn B. Upshaw. - xiv, 354 pages : illustrations ; 25 cm. - New directions in business . - New directions in business. .
Series statement from jacket.
Includes bibliographical references (pages 330-341) and index.
1. The brand identity strategy -- 2. Evaluating the brand reality -- 3. Indivisualizing the customer -- 4. Prompting a power positioning -- 5. Humanizing the identity -- 6. Managing identity contacts in the real world -- 7. Cases I : a shoe, a mouse, brands around the house -- 8. Case II : one old, one new, one blue -- 9. Creating the interactive identity -- 10. Minding the brand identity.
047104220X 9780471042204
95017302
Brand name products--Management
HD69.B7 / U67 1995
658.8343
Building brand identity : a strategy for success in a hostile marketplace / Lynn B. Upshaw. - xiv, 354 pages : illustrations ; 25 cm. - New directions in business . - New directions in business. .
Series statement from jacket.
Includes bibliographical references (pages 330-341) and index.
1. The brand identity strategy -- 2. Evaluating the brand reality -- 3. Indivisualizing the customer -- 4. Prompting a power positioning -- 5. Humanizing the identity -- 6. Managing identity contacts in the real world -- 7. Cases I : a shoe, a mouse, brands around the house -- 8. Case II : one old, one new, one blue -- 9. Creating the interactive identity -- 10. Minding the brand identity.
047104220X 9780471042204
95017302
Brand name products--Management
HD69.B7 / U67 1995
658.8343