Building brand identity: a strategy for success in a hostile marketplace

By:

Upshaw, Lynn B

Material type: Text

TextPublication details: New York John Wiley & Sons, Inc. 1995Description: xiv, 354 pISBN:

9780471042204

Subject(s):

DDC classification:

658.827 UPS

Summary: 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. (https://www.wiley.com/en-be/Building+Brand+Identity%3A+A+Strategy+for+Success+in+a+Hostile+Marketplace-p-9780471042204)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.827 UPS (Browse shelf(Opens below))	1	Available		G00232

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.

(https://www.wiley.com/en-be/Building+Brand+Identity%3A+A+Strategy+for+Success+in+a+Hostile+Marketplace-p-9780471042204)

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