Building brand identity : a strategy for success in a hostile marketplace / Lynn B. Upshaw.
Material type:
TextSeries: New directions in businessPublisher: New York : J. Wiley, [1995]Copyright date: ©1995Description: xiv, 354 pages : illustrations ; 25 cmContent type: - text
- unmediated
- volume
- 047104220X
- 9780471042204
- 658.8343
- HD69.B7 U67 1995
Contents:
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.
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Book | City Campus City Campus Main Collection | 658.8343 UPS (Browse shelf(Opens below)) | 1 | Available | A156863B |
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.
Machine converted from AACR2 source record.
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