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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.
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.