000			01310nam a22001937a 4500
005			20240704110139.0
008			240704b |||||||| |||| 00| 0 eng d
020			_a9780471042204
082			_a658.827 _bUPS
100			_aUpshaw, Lynn B. _917159
245			_aBuilding brand identity: _ba strategy for success in a hostile marketplace
260			_aNew York _bJohn Wiley & Sons, Inc. _c1995
300			_axiv, 354 p.
365			_aUSD _b29.95
520			_aUsing 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. The second half presents a detailed look at the practicalities of branding in today's tough market conditions along with an in-depth description and analysis of six major brands which have succeeded in creating strong identities. Includes hundreds of actual, up-to-the-minute examples. (https://www.wiley.com/en-be/Building+Brand+Identity%3A+A+Strategy+for+Success+in+a+Hostile+Marketplace-p-9780471042204)
650			_aBrand name products _9335
650			_aBrand name products--Marketing--Management _917160
942			_2ddc _cBK
999			_c6991 _d6991