1 BASICS - PRESENTS the FUNDAMENTAL CONCEPTS NEEDED to JUMPSTART the BRAND IDENTITY PROCESS & CREATE a SHARED VOCABULARY for the ENTIRE TEAM (page 1-88): - Brand Basics - Brand Identity Ideals - Brand Identity Elements - Brand Forces - Before & After 2 PROCESS - PRESENTS a UNIVERSAL BRAND IDENTITY PROCESS REGARDLESS of the PROJECT's SCOPE and NATURE. THIS SECTION ANSWERS the Q…
This book is designed to (1) build on the experience we’ve developed during the previous editions of the text, (2) continue our leadership role in exploring new topics and perspectives, and (3) offer pedagogical innovation that matches today’s educational demands. PART 1 INITIATING the MARKETING PROCESS PART 2 UNDERSTANDING BUYERS and MARKETS PART 3 TARGETING MARKETING OPPORTUNITIES…