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Transferable Truths of Brand Identity
Author(s) -
Upshaw Lynn B.
Publication year - 1997
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1997.tb00499.x
Subject(s) - meaning (existential) , skepticism , business , identity (music) , product (mathematics) , marketing , service (business) , advertising , brand management , term (time) , brand names , corporate identity , public relations , aesthetics , psychology , political science , epistemology , art , philosophy , geometry , mathematics , psychotherapist , physics , quantum mechanics
AS LYNN UPSHAW SEES IT, brands are corporate DNA—the essential meaning of an organization, service, or product. In a crowded and skeptical consumer market, it's crucial that these meanings—these brand identities—are understandable, credible, resilient, and well placed. For companies striving to achieve these goals, Upshaw presents the five “truths” he has discovered are present in brands that have been successful over the long term.