Building Brand Identity Brand identity is the special blend of positioning and personality that gives a product or service its unique character in the mind of the consumer. It has never been easy to establish and maintain a strong identity, and now, with the fracturing of conventional media, mounting consumer distrust, and an unprecedented proliferation of new brands, it's more difficult than ever. Written by a successful branding and marketing communications expert, Building Brand Identityprovides managers with proven, practical steps for overcoming obstacles and developing a comprehensive strategy for winning the "brand wars." Drawing on his work with Bank of America, Hunt-Wesson, DHL Worldwide Express, South-western Bell Yellow Pages, and other high-profile clients, Lynn Upshaw equips you with cutting-edge techniques for building and managing a formidable brand identity in today's cluttered and confusing global marketplace, including how to: Perform...

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