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Before the Brand: Creating the Unique DNA of an Enduring Brand Identity

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Penilaian

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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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Ketersediaan

HD20170775

HD 658.327 PER b

My Library

Tersedia

Informasi Detail

Judul Seri

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No. Panggil

HD 658.327 PER b

Penerbit

English\"\" : McGraw-Hill., 2002

Deskripsi Fisik

228 hlm

Bahasa

ISBN/ISSN

0071393099

Klasifikasi

658.327

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Technology.

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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