United we brand how to create a cohesive brand that's seen, heard, and remembered - Moser, Mike 1953- (Boston, Massachusetts Harvard Business School Press, 2003)
You're five steps away from having a customized brand -- Core brand values -- Core brand message -- Brand personality -- Brand icons -- Your brand roadmap.
Includes bibliographical references (p. 153-156) and index.
Keywords: Brand name products; New products -- Management