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

Alycia Perry, David Wisnom

240 pages, parution le 04/02/2003

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Résumé

How to create a relevant, distinctive brand identity

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 long-term 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. It introduces the controllable elements of brand identity - positioning strategy, brand name, nomenclature, tag line, logo, and more - and shows marketers how to:

Develop simple, flexible positioning strategies
Create a brand name that hits home with your market
Create a dynamic, visual brand personality
Reinforce the brand identity through messaging
Leverage identity opportunities through cobranding and other formulas

Contents

Identity ABCs
Demystifying Positioning Strategy
The Anomaly of Naming
The Yin and Yang of Visual Identities
Identity Messaging
Digital Identity
Ingredient Branding, Technology Branding, and Other Interesting Formulas
Applying the Knowledge

Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Alycia Perry, David Wisnom
Parution	04/02/2003
Nb. de pages	240
Format	12,7 x 20,2
Couverture	Broché
Poids	242g
Intérieur	Noir et Blanc
EAN13	9780071393096
ISBN13	978-0-07-139309-6