AuthorUpshaw, Lynn B
TitleBuilding brand identity : a strategy for success in a hostile marketplace / 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


SUBJECT

  1. Brand name products -- Management

LOCATIONCALL#STATUS
Sasin Library658.8343 U69B 1995 CHECK SHELVES
Chula Business School Library658.8343 U69B 1995 CHECK SHELVES