@article{25805,
      author = {Bedbury, Scott, and Bedbury, Scott. and Fenichell,  Stephen,},
      url = {http://tind.wipo.int/record/25805},
      title = {A new brand world : 8 principles for achieving brand  leadership in the 21st century /},
      abstract = {In the twenty-first-century marketplace, the companies  that will flourish are those that overcome these obstacles  by building great brands - brands that are widely desired,  trusted, and enduring ... At the heart of the branding  process, [the author] shows, is learning how o transcend  the tangible aspect s of a commodity, product, ro service  and create a deeper and more enduring relationship with  customers ... He explains such key concepts as how to make  products relevant; how to decode a brand's DNA to reveal  its essence how to grow a brand intelligently and  responsibly; how to present a brand in a number of  different environments without compromising it or diluting  its strength; and how companies can leverage and further  solidify their unique brand assets to do good within their  communities and even around the world. This practical and  inspiring guidebook is an indispensable map for business of  whatever size to chart their way through a New Brand  World.-Dust jacket.},
      recid = {25805},
      pages = {xix, 220 pages ;},
}