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Carter, David E.

Branding : the power of market identity / by David E. Carter ; with an introduction by Jeffrey F. Rayport. - 183 pages : chiefly col illustrations ; 26 cm.

Includes bibliographical references (pages 183) and index.

1. Introduction -- 2. One hundred powerful global brands: a visual overview -- 3. The power of a consistent identity -- 4. The power of a great company name -- 5. Why companies change their names -- 6. The power of a great logo -- 7. How long until we can use the logo by itself? -- 8. The visual style of the identity must reflect the company -- 9. "People" as brand identities -- 10. Corporate identity for commodity products -- 11. Keeping the corporate identity fresh and alive -- 12. Dominant brands -- 13. "Top of mind" brands -- 14. Brand extension -- 15. The power of having a great product name -- 16. Package design and corporate identity -- 17. Corporate identity and the global economy -- 18. Two hundred logos of American firms: a portfolio of design excellence -- 19. So, just how much is a brand worth -- in terms of money? / Jeffrey Rayport

ISBN: 0823066312 9780823066315 0688167136 9780688167134

Subjects--Topical Terms:
Branding (Marketing)
Business names--Management.
Brand name products--Management.
Corporate image.
Logos (Symbols)

LC Class. No.: HD59.2 / .C37 1999x