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Building better brands : a comprehensive guide to brand strategy and identity development / Scott Lerman

By: Material type: TextTextLanguage: English Publisher: Cincinnati, Ohio : How Books, [2013]Edition: Firts editionDescription: 199 páginas : ilustraciones, fotografías ; 21 cmContent type:
  • texto
Media type:
  • sin mediación
  • volumen
ISBN:
  • 9781440331435
Subject(s): LOC classification:
  • HF5415.1255 L47 2013
Contents:
Introduction -- Building better brands? -- Building better brands that... -- Elements Building better brands -- Champions -- Carol Gee -- Carmenchu Mendiola Fernández -- Van Perry -- Discovery -- Discovery work plan -- Character -- start wich character? -- What's in Character? -- Character workshop -- Arena -- A simple question -- Don't use your imagination -- Focused versus expansive -- Arena workshop-- Positioning -- Brand positioning -- Brand territory- a simple framework -- Positioning atributes -- Positioning workshop -- Experience -- Experience is undeniable -- (re)Model the experience --Experience workshop -- Identity -- What is brand identity? -- Brand architecture -- Look and feel -- Names -- Logos -- Identity work plan -- Hepl! -- Afterword.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Libros Libros Mediateca Bibliográfica HF5415.1255 L47 2013 (Browse shelf(Opens below)) Available 11826
Libros Libros Mediateca Bibliográfica HF5415.1255 L47 2013 (Browse shelf(Opens below)) Available 11827

Incluye índice.

Introduction -- Building better brands? -- Building better brands that... -- Elements Building better brands -- Champions -- Carol Gee -- Carmenchu Mendiola Fernández -- Van Perry -- Discovery -- Discovery work plan -- Character -- start wich character? -- What's in Character? -- Character workshop -- Arena -- A simple question -- Don't use your imagination -- Focused versus expansive -- Arena workshop-- Positioning -- Brand positioning -- Brand territory- a simple framework -- Positioning atributes -- Positioning workshop -- Experience -- Experience is undeniable -- (re)Model the experience --Experience workshop -- Identity -- What is brand identity? -- Brand architecture -- Look and feel -- Names -- Logos -- Identity work plan -- Hepl! -- Afterword.

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