Before the brand : creating the unique DNA of an enduring brand identity

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Title:

Author:

Perry, Alycia.

ISBN:

9780071393096

Personal Author:

Perry, Alycia.

Publication Information:

Physical Description:

xii, 228 pages : illustrations ; 21 cm

Contents:

Identity ABCs : brand identity, branding, brand building-- no, they're not the same -- Demystifying positioning strategy : yes, strategy can be simple and flexible -- The anomaly of naming : the reasons 98 percent of the English dictionary is trademarked -- The yin and yang of visual identities : the path to creating your visual personality -- Identity messaging : you've got a name and know what you look like, but what do you say? -- Digital identity : identities and the multidimensional experience -- Ingredient branding technology branding, and other interesting formulas : other unique identity opportunities -- Applying the knowledge : what to consider when creating (or refocusing) your own identity.

Subject Term:

Brand name products.

Branding (Marketing)

Trademarks -- Design.

Advertising -- Brand name products.

Brand name products -- Marketing -- Management.

Added Author:

Wisnom, David.

Electronic Access:

Contributor biographical information http://catdir.loc.gov/catdir/bios/mh041/2002152803.html
Publisher description http://catdir.loc.gov/catdir/description/mh031/2002152803.html

Copies:

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Searching... 1:VGBDX	1:GEN-BOOK	000005177	658.827 PER	1	Searching... Unknown

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Summary

Before the Brand details the elements that comprise a brand identity and how to create a powerful, unique identity first before a product or company ever reaches the image building stages of marketing, pr and advertising. 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. With experience stemming from consumer companies such as Gatorade to business initiatives for Hewlett-Packard, Perry and Wisnom draw on their combined 30 years of trench experience. The result is an engaging, contemporary primer on identity creation for real-world use. The authors clarify how to create a brand identity versus how to create image building strategies, making Before the Brand a must-have prequel to bestselling brand building books such as Brand Warfare. The book explains how to use symbols and colors (The Yin and Yang) to create a visual identity how to leverage unique new identity opportunities through co-branding, the concept of stretching your companies identity to other business initiatives (Identity Elasticity), avoiding merger and acquisition schizophrenia, the latest valuation an