Building Brand Identity - 9780471042204

Building Brand Identity A Strategy for Success in a Hostile Marketplace\nby LB Upshaw\nHardback\nEnglish\n\nBrand new copy from BookCurl \u2013 the UK independent online bookseller.\n\n------------------------------\nBook details\n------------------------------\nAuthor: LB Upshaw\nTitle: Building Brand Identity A Strategy for Success in a Hostile Marketplace\nFormat: Hardback\nLanguage: English\nTopic: Business strategy\nPublisher: John Wiley & Sons\nPublication year: 1995\nISBN-13: 9780471042204\nISBN-10: 047104220X\nRRP: \u00A355.00\n\n------------------------------\nDescription\n------------------------------\nUsing a practical analytical approach, this timely work presents information and insights on the daily challenges brand managers face. Divided into two sections, the first emphasizes the need to understand customers and the current brand's assets before proceeding to refashion the brand's positioning and personality.\n\nUsing a practical analytical approach, this timel.