{"product_id":"building-brand-identity-a-strategy-for-success-in-a-hostile-marketplace-9780471042204","title":"Building Brand Identity: A Strategy for Success in a Hostile Marketplace","description":"Brand identity is the special quality that gives a product or service its unique character in the minds of consumers. While establishing brand identity has never been easy, thanks to the fracturing of conventional media, mounting consumer distrust, and an unprecedented proliferation of new brands, it is now more difficult than ever. This guide provides simple steps for overcoming those obstacles in order to develop and deploy a strategy for creating a solid brand identity.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Lynn B. Upshaw\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Wiley\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 06\/15\/1995\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 368\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.47lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.52h x 6.48w x 1.02d\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780471042204\u003cbr\u003e\u003cp\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003eLYNN B. UPSHAW is Executive Vice President and Chief Operating Officer of Ketchum Advertising\/San Francisco and Managing Director of Ketchum Interactive for Ketchum Communications Worldwide. Over the course of his twenty-five year career, Mr. Upshaw has provided marketing and advertising counsel to such corporations as Bank of America, Hunt-Wesson, Procter \u0026amp; Gamble, Southwestern Bell, the Clorox Company, Seagram, CIBA (formerly Ciba-Geigy), DHL Worldwide Express, and other Fortune 500 companies. An acknowledged expert on branding, strategic marketing, and interactive communications, Mr. Upshaw has written articles on these and other subjects that have appeared in Advertising Age, BrandWeek, Marketing \u0026amp; Media Decisions, and Marketing News. He holds a bachelor's and master's degree in advertising\/marketing from the Medill School of Journalism at Northwestern University.\u003cbr\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Hardcover","offer_id":40973347946611,"sku":"9.78047E+12","price":79.25,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9255\/0515\/products\/img_4f837b9f-60b3-4bf2-a4c2-0caebc9d3965.jpg?v=1695825846","url":"https:\/\/bookstorenmore.com\/products\/building-brand-identity-a-strategy-for-success-in-a-hostile-marketplace-9780471042204","provider":"Bookstore N More","version":"1.0","type":"link"}