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Carte 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

Autor: Lynn B. Upshaw
Limbă: engleză
Legare: Copertă tare
Editura: John Wiley & Sons Inc
Disponibilitate: În depozitul extern
Expediem în 14-21 zile
283.54 lei
Using a practical analytical approach, this timely work presents information and insights on the dai...

Informații despre carte

Autor
Lynn B. Upshaw
Limbă
engleză
Legare
Carte - Copertă tare
Publicat
1995
Pagini
368
EAN
9780471042204
ISBN
047104220X
Enbook ID
04887269
Editura
John Wiley & Sons Inc
Greutate
708
Dimensiuni
164 x 241 x 28

Descriere completă

Using 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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