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- catalog abstract ""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.".
- catalog contributor b9934706.
- catalog created "c1995.".
- catalog date "1995".
- catalog date "c1995.".
- catalog dateCopyrighted "c1995.".
- catalog 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.".
- catalog description "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.".
- catalog description "Includes bibliographical references (p. 325-341) and index.".
- catalog extent "xiv, 354 p. :".
- catalog identifier "047104220X".
- catalog isPartOf "New directions in business".
- catalog issued "1995".
- catalog issued "c1995.".
- catalog language "eng".
- catalog publisher "New York : Wiley,".
- catalog subject "658.8343 20".
- catalog subject "Advertising Brand name products.".
- catalog subject "Brand name products Management.".
- catalog subject "Brand names".
- catalog subject "HD69.B7 U67 1995".
- catalog tableOfContents "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.".
- catalog title "Building brand identity : a strategy for success in a hostile marketplace / Lynn B. Upshaw.".
- catalog type "text".