Erschienen: 14.07.1995 Abbildung von Upshaw | Building Brand Identity | 1995 | A Strategy for Success in a Ho...


Building Brand Identity

A Strategy for Success in a Hostile Marketplace

lieferbar ca. 10 Tage als Sonderdruck ohne Rückgaberecht

ca. 67,90 €

inkl. Mwst.

1995. Buch. XIV, 354 S. Hardcover

wiley. ISBN 978-0-471-04220-4

Format (B x L): 16,3 x 24,1 cm

Gewicht: 690 g

In englischer Sprache

Das Werk ist Teil der Reihe: New Directions in Business


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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