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Building Brand Identity: The Strategy for Success in a Hostile Marketplace by Lynn B. Upshaw, X

Brand identity is the special blend of positioning marketing services and personality that gives a product or service its unique character in the mind of the consumer. Drawing on his work with Bank of America, Hunt-Wesson, DHL Worldwide Express, Southwestern Bell Yellow Pages, marketing services and other high-profile clients, Lynn Upshaw equips you with cutting-edge techniques for building marketing services and managing a formidable brand identity in today's cluttered marketing services and confusing global marketplace, including how to perform customer analysis marketing services and zero in on your markets using the latest individual-oriented targeting strategies; identify brand assets marketing services and leverage them to build a stronger, more enduring brand identity; position your product or service using a versatile new approach that is clearly superior to traditional thinking marketing services and product positioning; create an irresistible strategic brand personality that will differentiate marketing services and elevate your brand above the competition; capitalize on the exciting new branding possibilities provided by state-of-the-art communications platforms, including interactive marketing; marketing services and much more.
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