What great brands do : the seven brand-building principles that separate the best from the rest

Yohn, Denise Lee 1967- (Author).

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.

Record details

ISBN: 1306156769
ISBN: 9781306156769
ISBN: 111861125X
ISBN: 9781118611258
ISBN: 1118824407
ISBN: 9781118824405
ISBN: 1118824334
ISBN: 9781118824337
Physical Description: 1 online resource
remote
Publisher: San Francisco, CA : Jossey-Bass, A Wiley Brand, [2014]

Content descriptions

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.
Source of Description Note:	Print version record and CIP data provided by publisher.