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Before the Brand: Creating the Unique DNA of an Enduring Brand Identity by David Wisnom III and Alycia Perry (2002, Trade Paperback)
Better World Books (2824095)
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About this product
Product Identifiers
PublisherMcGraw-Hill Companies, T.H.E.
ISBN-100071393099
ISBN-139780071393096
eBay Product ID (ePID)2276669
Product Key Features
Number of Pages228 Pages
Publication NameBefore the Brand: Creating the Unique D N A of an Enduring Brand Identity
LanguageEnglish
Publication Year2002
SubjectTraining, Consumer Guides, Intellectual Property / Trademark, Advertising & Promotion
TypeNot Available
Subject AreaLaw, Reference, Business & Economics
AuthorDavid Wisnom III, Alycia Perry
FormatTrade Paperback
Dimensions
Item Height0.6 in
Item Weight8.6 Oz
Item Length7.8 in
Item Width4.9 in
Additional Product Features
LCCN2002-152803
Dewey Edition21
IllustratedYes
Dewey Decimal658.8/27
Intended AudienceScholarly & Professional
SynopsisBefore 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
LC Classification NumberHD69.B7
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