Before the Brand : Creating the Unique DNA of an Enduring Brand Identity - Softcover

Perry, Alycia;; Wisnom III, David

Softcover

ISBN 10: 0071393099 ISBN 13: 9780071393096

Publisher: McGraw-Hill Professional, 2002

Synopsis

This work shows 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 identity - a 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 identity - positioning strategy, brand name, nomenclature, tag line, logo, and more - and 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.

About this title

About the Author

Alycia Perry and David Wisnom III are cofounders of Versant Identity, a branding identity consulting company. Their clients include AT&T, DuPont, Frito-Lay, Visa, Procter & Gamble, and Lucent.

Edition details

• Publisher: McGraw-Hill Professional
• Publication date: 2002
• Language: English
• ISBN 10: 0071393099
• ISBN 13: 9780071393096
• Binding: Paperback
• Number of pages: 240