Building brand identity
Subtitle: a strategy for success in a hostile marketplace
By: Lynn B. Upshaw.
Series: [New directions in business]
Publisher: J. Wiley
Published: 1995
Place of publication: New York
Language: eng
Number of pages: 354
Subjects: Brand name products -- Management.
Description: "Brand identity is the special blend of positioning and personality that gives a product or service its unique character in the mind of the consumer." "Drawing on his work with Bank of America, Hunt-Wesson, DHL Worldwide Express, Southwestern Bell Yellow Pages, and other high-profile clients, Lynn Upshaw equips you with cutting-edge techniques for building and managing a formidable brand identity in today's cluttered and confusing global marketplace, including how to perform customer analysis and zero in on your markets using the latest individual-oriented targeting strategies; identify brand assets and leverage them to build a stronger, more enduring brand identity; position your product or service using a versatile new approach that is clearly superior to traditional thinking and product positioning; create an irresistible strategic brand personality that will differentiate and elevate your brand above the competition; capitalize on the exciting new branding possibilities provided by state-of-the-art communications platforms, including interactive marketing; and much more."--Jacket.
Notes: Includes bibliographical references (p. 330-341) and index.
Series statement from jacket.