Home > View Categories > Business & Money >

A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century
A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century Scott Bedbury, Stephen Fenichell 0670030767 9780670030767 No company can succeed without a great product or service, but in todays competitive market it also needs
Stock Image - Actual Cover May Vary
 

A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century by Scott Bedbury, Stephen Fenichell

No company can succeed without a great product or service, but in todays competitive market it also needs a brand. Transcending the tangible aspects of a commodity and nurturing a brand to build a deeper and more enduring emotional connection with customers has become one of the most critical and complex challenges facing businesses today, whether they are multinational corporations or small, local enterprises. How did a company like Nike use Just Do It to launch its way to success and become part of global culture? How did Starbucks reinvent a familiar 900-year-old product and change the way people drink coffee around the world? In A New Brand WorldScott Bedbury, who was at the heart of both companies as they became two of the greatest branding success stories of our time, explains how to apply the principles that grew these companies more than fivefold and established their trademarks as leaders in their categories. With fascinating anecdotes from his own in-the-trenches experience and dozens of case studies (including companies like Harley-Davidson, Guinness, the Gap, and Disney), Bedbury offers practical, battle-tested advice and an analysis of why some brands succeed where others fail. A New Brand Worldwill show any business-whether a Fortune 500 corporation or a neighborhood store-how it can begin to realize its full brand potential and build lasting value. Inspiring, visionary, and witty, A New Brand Worldwill become the key book for building brands in the twenty-first-century economy.

Author: Scott Bedbury, Stephen Fenichell

Language: English

Edition: 1st

Binding: Hardcover

Publisher: Viking Penguin, Inc.

Publication Date: 2002-01-15

Our Price: $4.09

Quantity:12
ISBN: 0670030767
Quantity:

Description
 
Scott Bedbury, Stephen Fenichell (Edition: 1st) Hardcover


Browse for more products in the same category as this item:

View Categories > Business & Money
View Categories > Business & Money > Accounting
Accounting
View Categories > Business & Money > Marketing & Sales
Marketing & Sales
View Categories > Business & Money > Management & Leadership
Management & Leadership
View Categories