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Before the Brand : Creating the Unique DNA of an Enduring Brand Identity - Tapa blanda

Perry, Alycia;; Wisnom III, David

 
9780071393096: Before the Brand : Creating the Unique DNA of an Enduring Brand Identity
Tapa blanda
ISBN 10: 0071393099 ISBN 13: 9780071393096
Editorial: McGraw-Hill Professional, 2002

Sinopsis

This work shows how to create a relevant, distinctive brand identity. Before you start building a brand through advertising, marketing, and public relations, you had better know the difference between identity and image in order to establish an effective, enduring brand identity - a verbal, visual, and experiential formula that bestows credibility and attracts attention. "Before the Brand" is a crash course in brand identity basics that describes successful long-term strategies for creating and refocusing brand identities for all types of companies, products, services, and technologies. Knowing one's true identity makes it easier to speak the right message to intended audiences and allows for a strong, consistent, relevant, and differentiated brand. This persuasive primer is packed with case studies that glance into the identities of such premier brands as Nutrasweet, Intel, Gatorade, FedEx, and many more. It introduces the controllable elements of brand identity - positioning strategy, brand name, nomenclature, tag line, logo, and more - and shows marketers how to: develop simple, flexible positioning strategies; create a brand name that hits home with your market; create a dynamic, visual brand personality; reinforce the brand identity through messaging; leverage identity opportunities through cobranding and other formulas.

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Acerca del autor

Alycia Perry and David Wisnom III are cofounders of Versant Identity, a branding identity consulting company. Their clients include AT&T, DuPont, Frito-Lay, Visa, Procter & Gamble, and Lucent.

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
McGraw-Hill Professional
Año de publicación
2002
Idioma
Inglés
ISBN 10 
0071393099
ISBN 13 
9780071393096
Encuadernación
Tapa blanda
Número de páginas
240
Contacto del fabricante
no disponible
Persona responsable
no disponible