Branding : the power of market identity - Carter, David E. (New York, N.Y. : Hearst Books International, 1999)
1. Introduction / Jeffrey Rayport -- 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?
Includes bibliographical references (pages 183) and index.
Keywords: Branding (Marketing); Business names -- Management; Brand name products -- Management; Corporate image; Logos (Symbols)