Branding: The Power of Market Identity

Overview

Anyone who participates in creating or managing corporate or brand identity programs will benefit from studying this state-of-the-art survey.

A seasoned pro, the author brings his perspective to the book as the creator of numerous successful programs for a wide range of firms and organizations in the private and public sector. Introducing the book, Harvard Business School Professor Jeffrey Rayport focuses on the long-term strategic importance ...

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Overview

Anyone who participates in creating or managing corporate or brand identity programs will benefit from studying this state-of-the-art survey.

A seasoned pro, the author brings his perspective to the book as the creator of numerous successful programs for a wide range of firms and organizations in the private and public sector. Introducing the book, Harvard Business School Professor Jeffrey Rayport focuses on the long-term strategic importance of branding.

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Product Details

  • ISBN-13: 9780823066315
  • Publisher: Crown Publishing Group
  • Publication date: 2/1/1999
  • Pages: 183
  • Product dimensions: 8.26 (w) x 10.20 (h) x 0.56 (d)

Table of Contents

1 Introduction 4
2 One hundred powerful global brands: a visual overview 7
3 The power of a consistent identity 20
4 The power of a great company name 37
5 Why companies change their names 41
6 The power of a great logo 45
7 How long until we can use the logo by itself? 49
8 The visual style of the identity must reflect the company 55
9 "People" as brand identities 68
10 Corporate identity for commodity products 78
11 Keeping the corporate identity fresh and alive 90
12 Dominant brands 100
13 "Top of mind" brands 104
14 Brand extension 108
15 The power of having a great product name 115
16 Package design and corporate identity 125
17 Corporate identity and the global economy 132
18 Two hundred logos of American firms: a portfolio of design excellence 140
19 So, just how much is a brand worth - in terms of money? 180
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