Building Brand Identity: A Strategy for Success in a Hostile Marketplace

Brand identity is the special quality that gives a product or service its unique character in the minds of consumers. While establishing brand identity has never been easy, thanks to the fracturing of conventional media, mounting consumer distrust, and an unprecedented proliferation of new brands, it is now more difficult than ever. This guide provides simple steps for overcoming those obstacles in order to develop and deploy a strategy for creating a solid brand identity.

Binding Type: Hardcover
Publisher: Wiley
Published: 06/15/1995
ISBN: 9780471042204
Pages: 368
Weight: 1.47lbs
Size: 9.52h x 6.48w x 1.02d