What great brands do
Subtitle: the seven brand-building principles that separate the best from the rest
By: Denise Lee Yohn
Published: 2014
Language: eng
Number of pages: 262
ISBN-13: 9781118611258
Subjects: Brand name products; Branding (Marketing)
Description: 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.
Notes: Includes bibliographical references (pages 221-238) and index.
Table of contents: title: Great brands start inside; title: Great brands avoid selling products; title: Great brands ignore trends; title: Great brands don't chase customers; title: Great brands sweat the small stuff; title: Great brands commit and stay committed; title: Great brands never have to give back; title: The eighth principle: brand as business.