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2020年11月21日 11:39 AM #1371
Before the Brand
Creating the Unique DNA of an Enduring Brand Identity
by Alycia Perry
- Author: Alycia Perry
- Release date: December 18, 2002
- Format: paperback, 228 pages
- Language: english
- ISBN: 9780071393096 (0071393099)
- Publisher: McGraw-Hill Companies
About The Book
How to create a relevant, distinctive brand identity
Before you start building a brand through advertising, marketing, and public relations, you had better know the difference between identity and image in order to establish an effective, enduring brand identitya verbal, visual, and experiential formula that bestows credibility and attracts attention. Before the Brand is a crash course in brand identity basics that describes successful long-term strategies for creating and refocusing brand identities for all types of companies, products, services, and technologies.
Knowing one’s true identity makes it easier to speak the right message to intended audiences and allows for a strong, consistent, relevant, and differentiated brand. This persuasive primer is packed with case studies that glance into the identities of such premier brands as Nutrasweet, Intel, Gatorade, FedEx, and many more. It introduces the controllable elements of brand identitypositioning strategy, brand name, nomenclature, tag line, logo, and moreand shows marketers how to:
Develop simple, flexible positioning strategies Create a brand name that hits home with your market Create a dynamic, visual brand personality Reinforce the brand identity through messaging Leverage identity opportunities through cobranding and other formulas
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