What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest

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Discover proven strategies for building powerful, world-class brands in this 800CEOREAD bestseller    It’s tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built–and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn’s What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy.
Reveals the seven key principles that the world’s best brands consistently implementPresents case studies that explore the brand building successes and failures of companies of all sizes including GE, IKEA, Chipotle Mexican Grill, and other remarkable brandsProvides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, and named as one of Inc. Magazine’s Top Marketing Books of 2014, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.

Publisher ‏ : ‎ Jossey-Bass
Publication date ‏ : ‎ January 7, 2014
Edition ‏ : ‎ 1st
Language ‏ : ‎ English
Print length ‏ : ‎ 272 pages
ISBN-10 ‏ : ‎ 111861125X
ISBN-13 ‏ : ‎ 978-1118611258
Item Weight ‏ : ‎ 2.31 pounds
Dimensions ‏ : ‎ 6.3 x 1 x 9.1 inches
Best Sellers Rank: #406,231 in Books (See Top 100 in Books) #828 in Marketing (Books)
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