Building brand identity : a strategy for success in a hostile marketplace / Lynn B. Upshaw.
Building brand identity : a strategy for success in a hostile marketplace / Lynn B. Upshaw.
Building brand identity : a strategy for success in a hostile marketplace / Lynn B. Upshaw.
About this item
Full title
Author / Creator
Publisher
New York : J. Wiley, c1995.
Call Numbers
N658.8343/8
Record Identifier
MMS ID
Language
English
Formats
Physical Description
Physical content
xiv, 354 p. : ill. ; 25 cm.
Publication information
Publisher
New York : J. Wiley, c1995.
Place of Publication
New York (State)
Date Published
c1995.
Subjects
More information
Scope and Contents
Summary
Brand identity is the special blend of positioning and personality that gives a product or service its unique character in the mind of the consumer.
Drawing on his work with Bank of America, Hunt-Wesson, DHL Worldwide Express, Southwestern Bell Yellow Pages, and other high-profile clients, Lynn Upshaw equips you with cutting-edge techniques for building and managing a formidable brand identity in today's cluttered and confusing global marketplace, including how to perform customer analysis and...
Alternative Titles
Full title
Building brand identity : a strategy for success in a hostile marketplace / Lynn B. Upshaw.
Authors, Artists and Contributors
Author / Creator
Notes
General note
[New directions in business]
Series statement from jacket.
Includes bibliographical references (p. 330-341) and index.
Contextual Information
Date Copyright
c1995.
Related resource (online)
Identifiers
Primary Identifiers
Call Numbers
N658.8343/8
Record Identifier
74VMBQ5zVEgl
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/74VMBQ5zVEgl
Other Identifiers
ISBN
047104220X (acid-free paper)
DDC
658.8343
MMS ID
991002489419702626
