Marketing and Brand Strategy

Catalog description

Presents brand identity fundamentals and a comprehensive dynamic process for developing and maintaining successful brands. From researching the competition to translating the vision of the CEO to designing and implementing an integrated brand identity program, the process is presented through a step-by-step approach. Topics include research and analysis, brand and identity strategy, brand identity design, brand identity applications, brand asset management as well as standards, guidelines, trademark and other applicable laws. Case studies from small and large businesses are employed to portray the brand identity process in action.