A new brand world : 8 principles for achieving brand leadership in the 21st century / Scott Bedbury with Stephen Fenichell.

A new brand world : 8 principles for achieving brand leadership in the 21st century / Scott Bedbury with Stephen Fenichell.

xix, 220 pages ; 25 cm

0670030767
9780670030767
0142001902
9780142001905
9781101200285 electronic book

K 332 BED.N

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.

Title from resource description page (Recorded Books, viewed June 19, 2014).

Princeton, N.J. : Recording for the Blind & Dyslexic, [2002]

eng