Brand Warriors: Corporate Leaders Share Their Winning Strategies

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9780002558679: Brand Warriors: Corporate Leaders Share Their Winning Strategies

A collection of essays on the nature of brands and brand building aimed at general managers, CEOs and business students. Talking about the crucial aspects of brand management, there are contributions from the likes of Archie Norman of Asda and Bob Ayling of British Airways.

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About the Author:

Fiona Gilmore (editor) is a founding partner of Springpoint Ltd, one of the leading brand positioning and corporate identity consultancies in Europe. She has written many articles on corporate branding, and has appeared on The Money Programme and Question Time.

Review:

'It would be hard to top some of the brands discussed in this book. Fifteen essays explore the problems of a major brand and how to update, extend and improve it... there are many stimulating notions about marketing' Daily Telegraph

"About this title" may belong to another edition of this title.

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