Building Brand Identity: A Strategy for Success in a Hostile MarketplaceISBN: 978-0-471-04220-4
Hardcover
368 pages
June 1995
 This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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BUILDING BRAND IDENTITY.
The Brand Identity Strategy.
Evaluating the Brand Reality.
Indivisualizing the Customer.
Prompting a Power Positioning.
Humanizing the Identity.
IDENTITY BUILDING IN THE REAL WORLD.
Managing Identity Contacts in the Real World.
Cases I: A Shoe, a Mouse, Brands Around the House.
Cases II: One Old, One New, One Blue.
Creating the Interactive Identity.
Minding the Brand Identity.
Chapter Notes.
References.
Index.
The Brand Identity Strategy.
Evaluating the Brand Reality.
Indivisualizing the Customer.
Prompting a Power Positioning.
Humanizing the Identity.
IDENTITY BUILDING IN THE REAL WORLD.
Managing Identity Contacts in the Real World.
Cases I: A Shoe, a Mouse, Brands Around the House.
Cases II: One Old, One New, One Blue.
Creating the Interactive Identity.
Minding the Brand Identity.
Chapter Notes.
References.
Index.
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Marketing Management
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