Building Brand Identity: A Strategy for Success in a Hostile Marketplace by Upshaw, Lynn B.

Building Brand Identity: A Strategy for Success in a Hostile Marketplace (Hardcover) (ISBN-13: 9780471042204)

Vendor: Lynn B. Upshaw
Product type: Books
Format: Hardcover
$70.00
$70.00
$70.00
Subtotal: $70.00
Building Brand Identity: A Strategy for Success in a Hostile Marketplace by Upshaw, Lynn B.

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

$70.00
Building Brand Identity: A Strategy for Success in a Hostile Marketplace by Upshaw, Lynn B.

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

$70.00
Format: Hardcover
Description
Description
x
Brand identity is the special quality that gives a product or service its unique character in the minds of consumers. While establishing brand identity has never been easy, thanks to the fracturing of conventional media, mounting consumer distrust, and an unprecedented proliferation of new brands, it is now more difficult than ever. This guide provides simple steps for overcoming those obstacles in order to develop and deploy a strategy for creating a solid brand identity.

Author: Lynn B. Upshaw
ISBN-10: 047104220X
ISBN-13: 9780471042204
Publisher: Wiley
Language: English
Published: 06/15/1995
Pages: 368
Format: Hardcover
Weight: 1.47lbs
Size: 9.52h x 6.48w x 1.02d
By Lynn B. Upshaw
By Lynn B. Upshaw
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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.

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