Brand Warriors: Corporate Leaders Share Their Winning Strategies - Hardcover

Hardcover

ISBN 10: 000255867X ISBN 13: 9780002558679

Publisher: HarperCollins Business, 1997

A series of highly readable essays on the nature of brands and brand building by some of the most successful and high-profile names in the business, to be published at a time when brand awareness and brand identity are more important than ever before.

The companies rated by marketeers as the rising stars for the future are those with very clearly positioned, confident corporate brands, but some brand managers are being distracted by other commercial matters they consider more important. This series of essays by top names in the business clearly indicates that nothing is as important as managing the brand – if the company is to prosper. They talk about the crucial aspects of brand management – how their own companies preserve, protect and build on their brand identity – in an accessible style aimed at general managers, CEOs and business students.

Impressive list of contributors – the most successful in the business, including household names such as Archie Norman of Asda, Bob Ayling of British Airways, Robert Holloway of Levi’s, Alain Evrard of L’Oreal and the newly appointed chief executive of Hong Kong, C.H. Tung

All the brands represented are well known: Asda, British Airways, Cadbury’s, Durex, FedEx, Guinness, Hewlett Packard, Levi’s, L’Oreal, MacDonald’s, Rentokil and more...

The editor who has rounded up the authors, Fiona Gilmore, is one of the leading brand positioning and corporate identity consultants in Europe.

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

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

From the Back Cover:

The companies rated by marketers as the rising stars for the future are those with very clearly positioned, confident corporate brands.

Yet not all companies these days consider it important enough to nurture their brands. Instead they spend their resources in the losing battle against increasing costs and decreasing margins.

With people more brand conscious than ever, what's going on?

'Brand Warriors' brings together some of the top brand custodians in the business to talk about the strategies they employ to put their brands in the lead and keep them there. Archie Norman of Asda, Bob Ayling of British Airways, Robert Holloway of Levi's, Alain Evrard of L'Oreal and C.H. Tung of OOCL are just some of the high profile contributors who, in a series of revealing chapters, discuss the crucial aspects of:
� effective brand architecture
� the feel good factor
� the economic value of brands
� powerful brand positioning and corporate communications programmes
� building loyalty – nurturing soft values alongside hard
� global marketing – the new paradigms
� corporate reputation
� the ability to recognise and handle change
� the importance of being not just a caring brand but a caring employer

Championing the brand is at the heart of winning business strategies. Nothing is as important if a company is to prosper. These highly readable perspectives, written from the frontline, provide penetrating insights – based on proven success – that no business leader can afford to ignore.

� ARCHIE J NORMAN, Chief Executive, Asda
� ROBERT AYLING, Chief Executive, British Airways
� ALAIN EVRARD, Zone Director Asia – Africa, L'Oreal
� BOB HAAS, CEO
� ROBERT HOLLOWAY, Vice President Global Marketing, Levi Strauss & Co
� C C TUNG, Chairman
� C H TUNG, former Chairman, OCCL
� SHIGEHARU HIRAIWA, President and Managing Director, Mazda Motor Europe
� DAVID HESLOP, Managing Director, Mazda Cars (UK)
� NICK HODGES, Chief Executive, Durex
� ALAN PALMER, Marketing Director, Cadbury's
� FRED SMITH, Founder and Chairman, FedEx
� ALLAN WONG, Chairman, VTECH
� JOHN HAWKES , Vice President Marketing, McDonald's
� TIM KELLY, Marketing Director, Guinness
� JOS BRENKEL, Director of European Marketing Centre, Hewlett – Packard
� ROBERT E RILEY, Managing Director, Mandarin Oriental Hotel Group
� SIR CLIVE THOMPSON, Group Chief Executive, Rentokil Initial Plc