TY  - BOOK
AU  - Perry,Alycia
AU  - Wisnom,David
TI  - Before the brand: creating the unique DNA of an enduring brand identity 
SN  - 0071393099 (pbk.) :
AV  - HD69.B7 P477 2003
PY  - 2003///
CY  - New York
PB  - McGraw-Hill
KW  - Brand name products
KW  - Marketing
KW  - Management
KW  - Trademarks
KW  - Design
KW  - Advertising
N1  - Includes bibliographical references (p. 217-218) and index; Identity ABCs : brand identity, branding, brand building-- no, they're not the same -- Demystifying positioning strategy : yes, strategy can be simple and flexible -- The anomaly of naming : the reasons 98 percent of the English dictionary is trademarked -- The yin and yang of visual identities : the path to creating your visual personality -- Identity messaging : you've got a name and know what you look like, but what do you say? -- Digital identity : identities and the multidimensional experience -- Ingredient branding technology branding, and other interesting formulas : other unique identity opportunities -- Applying the knowledge : what to consider when creating (or refocusing) your own identity
ER  -