What great brands do : the seven brand-building principles that separate the best from the rest / Denise Lee Yohn.
- 1 of 1 copy available at Berklee College of Music.
0 current holds with 1 total copy.
|Location||Call Number / Copy Notes||Barcode||Shelving Location||Holdable?||Status||Due Date|
|Valencia Main Library||HF5415.1255 .Y64 2014||37684001092231||Valencia Stacks||Copy hold / Volume hold||Available||-|
- ISBN: 9781118611258
- ISBN: 111861125X
- Physical Description: vii, 262 pages : illustrations ; 24 cm
- Edition: First edition.
- Publisher: San Francisco : Jossey-Bass, A Wiley Brand, 
|Bibliography, etc. Note:||
Includes bibliographical references and index.
|Formatted Contents Note:||
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.
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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