March 2010
Intermediate to advanced
208 pages
7h 23m
English
Content preview from Go Logo! A Handbook to the Art of Global Branding
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Go Logo! A Handbook to the Art of Global Branding146
Johnnie Walker–branded products and retail location
concepts created by Cato Associates in 1998.
Opposite page: Johnnie Walker brand positioning chart
I also urge you to always be curious enough
to dig a little deeper for the brand’s key
Unique Emotional Positioning (UEP). I’ve
emphasized throughout this book that it is
the likeability of the brand’s personality or
character that subconsciously sets the stage
for a purchase decision. With brands we
like, we are always curious ...
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