Building Brand Identity: A Strategy for Success in a Hostile MarketplaceWiley, 15/06/1995 - 354 páginas 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 zero in on your markets using the latest individual-oriented targeting strategies; identify brand assets and leverage them to build a stronger, more enduring brand identity; position your product or service using a versatile new approach that is clearly superior to traditional thinking and product positioning; create an irresistible strategic brand personality that will differentiate and elevate your brand above the competition; capitalize on the exciting new branding possibilities provided by state-of-the-art communications platforms, including interactive marketing; and much more. |
Referências a este livro
Innengerichtetes identitätsbasiertes Markenmanagement Sabrina Zeplin Pré-visualização indisponível - 2006 |