Building Brand Identity: A Strategy for Success in a Hostile Marketplace

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9780471042204: Building Brand Identity: A Strategy for Success in a Hostile Marketplace
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Using 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.

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From the Back Cover:

Building Brand Identity

Brand identity is the special blend of positioning andpersonality that gives a product or service its unique character inthe mind of the consumer. It has never been easy to establish andmaintain a strong identity, and now, with the fracturing ofconventional media, mounting consumer distrust, and anunprecedented proliferation of new brands, it's more difficult thanever.

Written by a successful branding and marketing communicationsexpert, Building Brand Identity provides managers with proven,practical steps for overcoming obstacles and developing acomprehensive strategy for winning the "brand wars."

Drawing on his work with Bank of America, Hunt-Wesson, DHLWorldwide Express, South-western Bell Yellow Pages, and otherhigh-profile clients, Lynn Upshaw equips you with cutting-edgetechniques for building and managing a formidable brand identity intoday's cluttered and confusing global marketplace, including howto:

  • Perform customer analysis and zero in on your markets using thelatest individual-oriented targeting strategies
  • Identify brand assets and leverage them to build a stronger,more enduring brand identity
  • Position your product or service using a versatile new approachthat is clearly superior to traditional thinking and productpositioning
  • Create an irresistible strategic brand personality that willdifferentiate and elevate your brand above the competition
  • Capitalize on the exciting new branding possibilities providedby state-of-the-art communications platforms, including interactivemarketing
  • And much more

Throughout Building Brand Identity, Upshaw helps bring abstractconcepts to life with literally hundreds of timely, real-worldexamples taken from a wide range of industries. Especially helpfulare five in-depth case histories in which he carefully reconstructsthe steps taken by marketplace winners Disney, Nike, SouthwesternBell, Procter & Gamble, and Saturn to turn their brands intohousehold names. And he explains why Burger King is only nowbeginning to give McDonald's a serious run for its money.

Building Brand Identity supplies you with all the knowledge andtools you need to build and maintain a successful brand identity ineven the most hostile marketplace. This is a book that belongs inthe survival kit of every marketing manager, product manager,advertising executive, and public relations professional, as wellas on the desk of every CEO.

Advance praise for Building Brand Identity . . .

"Lynn Upshaw has created a masterpiece for stewards of the greatconsumer brands of our time. Not since Procter & Gamble firstcreated the brand management system in 1947 with Tide detergent hasthere been such a seminal contribution to consumer marketing.Building Brand Identity is a consummate roadmap for both themarketing practitioner and the academic. This is a must read forany marketing professional who hopes to create or sustain a vibrantand healthy brand in today's cluttered and competitive marketplace.This is one of those rare books which will make a real difference.Pass it by at your own peril." —Peter Sealey Former SeniorVice President, Global Marketing, the Coca-Cola Company Haas Schoolof Business, University of California at Berkeley

"Lynn Upshaw's book is a rare business book that is both highlyreadable and informative. Chock full of examples, he providespractical guidelines to those who would build brand identities thatwill work in the marketplace." —David Aaker Author, ManagingBrand Equity and Developing Business Strategies

"Many years ago, during the World's Fair held in New York City,one of the exhibitors handed out a button that read, 'I have seenthe future.' After reading Lynn Upshaw's amazing new book, I dustedoff my old button. If you're in business—and plan to stay inbusiness—you really don't have a choice. You must read thisbook." —Jerry Della Femina

"The writing is superb . . . enormously engaging. I amparticularly smitten by the breadth of examples. . . . Extremelypractical, immediately useful on the job."—Charles ScheweCoauthor of The Portable MBA in Marketing

"Lynn Upshaw has written a thorough, realistic, andwell-documented volume that affirms the lasting power ofadvertising and offers practical advice every marketing manager andadvertising executive should take to heart. Building BrandIdentity's greatest value is its constant stress on understandingand addressing the attitudes, desires, and aspirations of theconsumer. Upshaw's many, vivid examples demonstrate, time andagain, that the consumer's need—rather than the marketer'sintuition—is the key to successful advertising in today'schallenging marketplace."—Herbert M. Baum Chairman, Presidentand Chief Executive Officer Quaker State Corporation, and formerPresident Campbell Soup Company, North and South America

"There is likely no concern greater in the 1990s than theestablishment, development, and care of brands. Upshaw's approachis clear, concise, filled with examples and, above all, geared tothe new, information-rich marketplace in which brands exist. It's amust for any marketer or marketing organization."—Don E.Schultz Professor of Integrated Marketing Communications MedillSchool of Journalism, Northwestern University

About the Author:

LYNN B. UPSHAW is Executive Vice President and Chief OperatingOfficer of Ketchum Advertising/San Francisco and Managing Directorof Ketchum Interactive for Ketchum Communications Worldwide. Overthe course of his twenty-five year career, Mr. Upshaw has providedmarketing and advertising counsel to such corporations as Bank ofAmerica, Hunt-Wesson, Procter & Gamble, Southwestern Bell, theClorox Company, Seagram, CIBA (formerly Ciba-Geigy), DHL WorldwideExpress, and other Fortune 500 companies. An acknowledged expert onbranding, strategic marketing, and interactive communications, Mr.Upshaw has written articles on these and other subjects that haveappeared in Advertising Age, BrandWeek, Marketing & MediaDecisions, and Marketing News. He holds a bachelor's and master'sdegree in advertising/marketing from the Medill School ofJournalism at Northwestern University.

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Book Description Wiley. Hardcover. Condition: New. This item is printed on demand. 368 pages. Using 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 brands assets before proceeding to refashion the brands positioning and personality. The second half presents a detailed look at the practicalities of branding in todays 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. This item ships from La Vergne,TN. Hardcover. Seller Inventory # 9780471042204

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