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

Format:

Book

Author/Creator:

Yohn, Denise Lee, 1967-

Language:

English

Subjects (All):

Branding (Marketing).

Brand name products.

Physical Description:

vii, 262 pages : illustrations ; 24 cm

Edition:

First edition.

Place of Publication:

San Francisco : Jossey-Bass, A Wiley Brand, [2014]

Summary:

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.

Contents:

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.

Notes:

Includes bibliographical references and index.

ISBN:

9781118611258

111861125X

1118824334

9781118824337

1118824407

9781118824405

OCLC:

855779320