A new brand world : 8 principles for achieving brand leadership in the 21st century

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Title:

Author:

Bedbury, Scott.

ISBN:

9780142001905

9780670030767

Personal Author:

Bedbury, Scott.

Publication Information:

New York : Penguin, 2003.

Physical Description:

xix, 220 pages ; 25 cm

General Note:

Reprint. Originally published: New York : Viking, 2002.

Includes index.

Contents:

Confessions of a brand fool -- All aboard the brandwagon -- Cracking your brand's genetic code -- Building brandwidth -- Show some emotion -- Brand environmentalism -- Brand leadership -- Branding and the corporate Goliath -- Brand future.

Subject Term:

Brand name products.

New products -- Management.

Added Author:

Fenichell, Stephen.

Copies:

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Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:VGBDX	1:GEN-BOOK	000005719	658.827 BED	1	Searching... Unknown
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Summary

What does it really take to succeed in business today? In A New Brand World , Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning-and failed-branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.