What great brands do : the seven brand-building principles that separate the best from the rest /

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It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Yohn, Denise Lee, 1967-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: San Francisco, CA : Jossey-Bass, A Wiley Brand, [2014]
Temas:
Branding (Marketing)
Brand name products.
Stratégie de marque.
Produits de marque.
branding.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)

MARC

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245 1 0 |a What great brands do :  |b the seven brand-building principles that separate the best from the rest /  |c Denise Lee Yohn. 
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505 0 |a Great brands start inside -- Great brands avoid selling products -- Great brands ignore trends -- Great brands don't chase customers -- Great brands sweat the small stuff -- Great brands commit and stay committed -- Great brands never have to give back -- The eighth principle: brand as business. 
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520 |a It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built--and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. 
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