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TitleBuilding brand identity : a strategy for success in a hostile marketplace
Author Lynn B. Upshaw


The brand identity strategy -- Evaluating the brand reality -- Indivisualizing the customer -- Prompting a power positioning -- Humanizing the identity -- Managing identity contacts in the real world -- Cases I: a shoe, a mouse, brands around the house -- Case II: one old, one new, one blue -- Creating the interactive identity -- Minding the brand identity

Brand name products -- Management

Sasin Library658.8343 U69B 1995CHECK SHELVES
Chula Business School Library658.8343 U69B 1995CHECK SHELVES

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