The first book of the brand's establishment

Author: (USA) Alicia Perry / David Wisnom III / Duan Xiaoyan, etc.
Publisher:
Publish Date: 2005-01-01
Features: How to create an excellent and unique brand? This book, "Brand Creation," can be considered a crash course in building brand characteristics. It comprehensively describes long-term strategies for brand creation and modification suitable for all companies, products, services, and technologies. The book emphasizes the connection between theory and practice, citing many world-renowned brand characteristics as case studies, including Newtway, Intel, Gatorade, and Federal Express. It introduces many controllable elements of brand characteristics—positioning strategy, brand name, naming, slogans, visual identity, etc.—and tells marketers how to:
● Develop concise and flexible positioning strategies;
● Name the brand and make it deeply rooted in the market;
● Design a dynamic and personalized visual identity for the brand;
● Strengthen brand characteristics in consumers' minds through information delivery;
● Win opportunities for brand enhancement through co-branding and other methods.
How to create a practical and unique brand? Understanding the difference between brand characteristics and brand image is the foundation for building a long-lasting, high-value brand. This book, "Brand Creation," can be considered a crash course in building brand characteristics. It comprehensively describes long-term strategies for brand creation and modification suitable for all companies, products, services, and technologies. Only by truly understanding brand characteristics can you effectively convey the correct brand message to target consumers and make the brand strong. It cites many brand characteristics of world-renowned brands as case studies, including Intel (INTER), Gatorade (GATORADE), and Federal Express (FEDEX).