Six rules for brand revitalization : learn how companies like McDonald's can re-energize their brands /

This book teaches the invaluable lessons of one of the most successful brand revitalization projects in business history: the reinvigoration of McDonald's. Larry Light who spearheaded McDonald's breakthrough marketing initiatives, presents a systematic blueprint for resurrecting any brand,...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Light, Larry
Otros Autores: Kiddon, Joan, 1949-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Upper Saddle River, N.J. : Wharton School Pub., ©2009.
Temas:
McDonald's Corporation > Case studies.
McDonald's Corporation.
Branding (Marketing) > Management.
Brand name products > Management.
Product life cycle.
Stratégie de marque > Gestion.
Produits de marque > Gestion.
Produits commerciaux > Cycle de vie.
Case studies.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • Introduction to the rules and the rules-based practices
  • Ch. 1. Background to the turnaround
  • Ch. 2. The six rules of revitalization
  • Ch. 3. Rule #1 : refocus the organization
  • Ch. 4. Rule #2 : restore brand relevance
  • Ch. 5. Rule #3 : reinvent the brand experience
  • Ch. 6. Rule #4 : reinforce a results culture
  • Ch. 7. Rule #5 : rebuild brand trust
  • Ch. 8. Rule #6 : realize global alignment
  • Ch. 9. Realizing global alignment : creating a plan to win
  • Ch. 10. Do the six rules of revitalization work?

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