Building brand identity : a strategy for success in a hostile marketplace

Title	Building brand identity : a strategy for success in a hostile marketplace
Author	Lynn B. Upshaw
Descript	-

CONTENT

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

LOCATION	CALL#	STATUS
Sasin Library	658.8343 U69B 1995	CHECK SHELVES
Chula Business School Library	658.8343 U69B 1995	CHECK SHELVES

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