Franklin

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

Author/Creator:
Yohn, Denise Lee, 1967-
Publication:
San Francisco : Jossey-Bass, A Wiley Brand, [2014]
Format/Description:
Book
vii, 262 pages : illustrations ; 24 cm
Edition:
First edition.
Status/Location:
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Details

Subjects:
Branding (Marketing).
Brand name products.
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
9781118824405
9781118824337
1118824334
9781118824337
1118824407
9781118824405
OCLC:
855779320