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

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

by Alycia Perry, David Wisnom, David Wisnom III
 
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

Overview

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 longterm 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.

Product Details

ISBN-13:
9780071393096
Publisher:
McGraw-Hill Companies, The
Publication date:
12/28/2002
Pages:
228
Product dimensions:
5.08(w) x 7.94(h) x 0.63(d)

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