Coverart for item
The Resource Building brand identity : a strategy for success in a hostile marketplace, Lynn B. Upshaw

Building brand identity : a strategy for success in a hostile marketplace, Lynn B. Upshaw

Label
Building brand identity : a strategy for success in a hostile marketplace
Title
Building brand identity
Title remainder
a strategy for success in a hostile marketplace
Statement of responsibility
Lynn B. Upshaw
Creator
Subject
Language
eng
Summary
"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
Cataloging source
DLC
http://library.link/vocab/creatorDate
1947-
http://library.link/vocab/creatorName
Upshaw, Lynn B.
Illustrations
illustrations
Index
index present
LC call number
HD69.B7
LC item number
U67 1995
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
Brand name products
Label
Building brand identity : a strategy for success in a hostile marketplace, Lynn B. Upshaw
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
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
Control code
32394738
Dimensions
24 cm
Extent
xiv, 354 pages
Isbn
9780471042204
Isbn Type
(alk. paper)
Lccn
95017302
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations
System control number
(WaOLN)1425026
Label
Building brand identity : a strategy for success in a hostile marketplace, Lynn B. Upshaw
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
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
Control code
32394738
Dimensions
24 cm
Extent
xiv, 354 pages
Isbn
9780471042204
Isbn Type
(alk. paper)
Lccn
95017302
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations
System control number
(WaOLN)1425026

Library Locations

    • Ellis LibraryBorrow it
      1020 Lowry Street, Columbia, MO, 65201, US
      38.944491 -92.326012
Processing Feedback ...