Before the brand : creating the unique DNA of an enduring brand identity / Alycia Perry with David Wisnom, III.
"Before companies can build a brand, they need to create a unique identity--this book shows them how; Before the Brand is indispensible reading for anyone concerned about marketing today--and that's just about anyone in business! This book schools businesspeople in the ABCs of traditional...
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| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
New York :
McGraw-Hill,
[2003]
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| Subjects: | |
| Online Access: | Contributor biographical information |
| Summary: | "Before companies can build a brand, they need to create a unique identity--this book shows them how; Before the Brand is indispensible reading for anyone concerned about marketing today--and that's just about anyone in business! This book schools businesspeople in the ABCs of traditional identity branding and describes successful long-term strategies for creating or refocusing brand identities for all types of products or services.; Drawing upon their own experiences and the experiences of marketers at Nutrasweet, Intel, Oreo, Starbucks, Hewlett-Packard, Virgin Airlines, and other premiere brands, Alycia Perry and David Wisnom also explain how to use symbols and colors to create resonant visual identities, how to leverage identity opportunities through co-branding, how to avoid M&A schizophrenia, how to use the latest brand valuation and ROI techniques, and much more."--Publisher description. |
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| Physical Description: | xii, 228 pages : illustrations ; 21 cm |
| Bibliography: | Includes bibliographical references (pages 217-218) and index. |
| ISBN: | 0071393099 9780071393096 |