Building Brand Identity
A Strategy for Success in a Hostile Marketplace
By (author) Lynn B. Upshaw
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Building Brand Identity by Lynn B. Upshaw
Book DescriptionUsing a practical analytical approach, this timely work presents information and insights on the daily challenges brand managers face. Divided into two sections, the first emphasizes the need to understand customers and the current brand's assets before proceeding to refashion the brand's positioning and personality. The second half presents a detailed look at the practicalities of branding in today's tough market conditions along with an in-depth description and analysis of six major brands which have succeeded in creating strong identities. Includes hundreds of actual, up-to-the-minute examples.
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Book DetailsISBN: 9780471042204
(240mm x 163mm x 26mm)
Imprint: John Wiley & Sons Inc
Publisher: John Wiley and Sons Ltd
Publish Date: 14-Jul-1995
Country of Publication: United States
Books By Author Lynn B. Upshaw
Truth, Hardback (August 2007)
When it comes to the most effective marketing, it's not a company's slick package or sexy message that will ultimately win customers. The real truth is that a company's success lies in its ability to convey its integrity. Using real-world examples, this work offers a systematic approach for building customer loyalty and increasing market share.
Masterbrand Mandate, Hardback (September 2000)» View all books by Lynn B. Upshaw
Companies such as Starbucks, The Gap, Nike, and Intel are perceived as masterbrands, based not on the products they sell, but on the company behind the products. This book explores the branding strategies behind the success of these and other household names and how those strategies can be applied to virtually every significant task in business.
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Author Biography - Lynn B. Upshaw
LYNN B. UPSHAW is Executive Vice President and Chief Operating Officer of Ketchum Advertising/San Francisco and Managing Director of Ketchum Interactive for Ketchum Communications Worldwide. Over the course of his twenty-five year career, Mr. Upshaw has provided marketing and advertising counsel to such corporations as Bank of America, Hunt-Wesson, Procter & Gamble, Southwestern Bell, the Clorox Company, Seagram, CIBA (formerly Ciba-Geigy), DHL Worldwide Express, and other Fortune 500 companies. An acknowledged expert on branding, strategic marketing, and interactive communications, Mr. Upshaw has written articles on these and other subjects that have appeared in Advertising Age, BrandWeek, Marketing & Media Decisions, and Marketing News. He holds a bachelor's and master's degree in advertising/marketing from the Medill School of Journalism at Northwestern University.
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