Building Brand Identity: A Strategy for Success in a Hostile Marketplace / Edition 1

by Lynn B. Upshaw

Overview

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.

Product Details

ISBN-13:	9780471042204
Publisher:	Wiley
Publication date:	06/15/1995
Series:	New Directions in Business , #1
Pages:	368
Product dimensions:	6.40(w) x 9.65(h) x 1.24(d)

About the Author

LYNN B. UPSHAW is Executive Vice President and Chief Operating Officer of Ketchum Advertising/San Francisco and Managing Director of Ketchum Interactive for Ketchum Communications Worldwide. Over the course of his twenty-five year career, Mr. Upshaw has provided marketing and advertising counsel to such corporations as Bank of America, Hunt-Wesson, Procter & Gamble, Southwestern Bell, the Clorox Company, Seagram, CIBA (formerly Ciba-Geigy), DHL Worldwide Express, and other Fortune 500 companies. An acknowledged expert on branding, strategic marketing, and interactive communications, Mr. Upshaw has written articles on these and other subjects that have appeared in Advertising Age, BrandWeek, Marketing & Media Decisions, and Marketing News. He holds a bachelor's and master's degree in advertising/marketing from the Medill School of Journalism at Northwestern University.

Table of Contents

BUILDING BRAND IDENTITY.

The Brand Identity Strategy.

Evaluating the Brand Reality.

Indivisualizing the Customer.

Prompting a Power Positioning.

Humanizing the Identity.

IDENTITY BUILDING IN THE REAL WORLD.

Managing Identity Contacts in the Real World.

Cases I: A Shoe, a Mouse, Brands Around the House.

Cases II: One Old, One New, One Blue.

Creating the Interactive Identity.

Minding the Brand Identity.

Chapter Notes.

References.

Index.