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.