TY  - BOOK
AU  - Carter,David E.
TI  - Branding: the power of market identity 
SN  - 0823066312
AV  - HD59.2 .C37 1999x
PY  - 1999///
CY  - New York, N.Y.
PB  - Hearst Books International
KW  - Branding (Marketing)
KW  - Business names
KW  - Management
KW  - Brand name products
KW  - Corporate image
KW  - Logos (Symbols)
N1  - Includes bibliographical references (pages 183) and index; 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?
ER  -