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.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
Descrizione libro McGraw-Hill. PAPERBACK. Condizione libro: New. 0071393099 Brand New! Never Been Read! 060713. Codice libro della libreria SKU003314
Descrizione libro McGraw-Hill, 2002. Paperback. Condizione libro: New. Codice libro della libreria mon0000158506
Descrizione libro Paperback. Condizione libro: BRAND NEW. BRAND NEW. Fast Shipping. Prompt Customer Service. Satisfaction guaranteed. Codice libro della libreria 0071393099BNA
Descrizione libro Condizione libro: Brand New. Book Condition: Brand New. Codice libro della libreria 97800713930961.0
Descrizione libro McGraw-Hill, 2002. Paperback. Condizione libro: New. Codice libro della libreria P110071393099