TY  - BOOK
AU  - Upshaw,Lynn B.
TI  - Building brand identity: a strategy for success in a hostile marketplace 
T2  - New directions in business
SN  - 047104220X
AV  - HD69.B7 U67 1995
U1  - 658.8343 
PY  - 1995///]
CY  - New York
PB  - J. Wiley
KW  - Brand name products
KW  - Management
N1  - 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
ER  -