TY  - GEN
N2  - 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.
AB  - 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.
T1  - A new brand world :8 principles for achieving brand leadership in the 21st century /
AU  - Bedbury, Scott,
AU  - Bedbury, Scott.
AU  - Fenichell, Stephen,
L1  - http://www.loc.gov/catdir/enhancements/fy0719/2001046559-b.html
L1  - http://www.loc.gov/catdir/enhancements/fy0719/2001046559-d.html
L1  - http://www.loc.gov/catdir/enhancements/fy0719/2001046559-s.html
L1  - http://www.loc.gov/catdir/enhancements/fy0719/2001046559-t.html
LA  - eng
ID  - 25805
L4  - http://www.loc.gov/catdir/enhancements/fy0719/2001046559-b.html
L4  - http://www.loc.gov/catdir/enhancements/fy0719/2001046559-d.html
L4  - http://www.loc.gov/catdir/enhancements/fy0719/2001046559-s.html
L4  - http://www.loc.gov/catdir/enhancements/fy0719/2001046559-t.html
KW  - New products
KW  - Branding (Marketing)
KW  - Business.
KW  - Succès dans les affaires
KW  - Produits de marque
KW  - Produits nouveaux
KW  - Produits de marque.
SN  - 0670030767
TI  - A new brand world :8 principles for achieving brand leadership in the 21st century /
L2  - http://www.loc.gov/catdir/enhancements/fy0719/2001046559-b.html
L2  - http://www.loc.gov/catdir/enhancements/fy0719/2001046559-d.html
L2  - http://www.loc.gov/catdir/enhancements/fy0719/2001046559-s.html
L2  - http://www.loc.gov/catdir/enhancements/fy0719/2001046559-t.html
LK  - http://www.loc.gov/catdir/enhancements/fy0719/2001046559-b.html
LK  - http://www.loc.gov/catdir/enhancements/fy0719/2001046559-d.html
LK  - http://www.loc.gov/catdir/enhancements/fy0719/2001046559-s.html
LK  - http://www.loc.gov/catdir/enhancements/fy0719/2001046559-t.html
LK  - http://www.gbv.de/dms/hbz/toc/ht013405425.pdf
UR  - http://www.loc.gov/catdir/enhancements/fy0719/2001046559-b.html
UR  - http://www.loc.gov/catdir/enhancements/fy0719/2001046559-d.html
UR  - http://www.loc.gov/catdir/enhancements/fy0719/2001046559-s.html
UR  - http://www.loc.gov/catdir/enhancements/fy0719/2001046559-t.html
UR  - http://www.gbv.de/dms/hbz/toc/ht013405425.pdf
ER  -