A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century
By Unknown Author.
Description
No company can succeed without a great product or service, but in today's 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 produ...
ISBN(s)
0670030767, 9780670030767
