Brand Warriors: Corporate Leaders Share Their Winning Strategies

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9780006388920: Brand Warriors: Corporate Leaders Share Their Winning Strategies

Invaluable insights into the nature of brands and branding by some of the most successful and high-profile names in the business.

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

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.

An impressive list of contributors – the most successful in the business, including household names such as Archie Norman of Asda, Bob Ayling of British Airways, Richard Branson of Virgin, Robert Holloway of Levi Strauss, Alain Evrard of L’Oreal and Sir Clive Thompson of Rentokil Initial.

All the brands represented are well known: Asda, British Airways, Cadbury’s, Durex, FedEx, Guinness, Hewlett-Packard, Levi’s, L’Oreal, McDonald’s, Mandarin Oriental, and more…

The editor, Fiona Gilmore, is one of the leading brand positioning and corporate identity consultants in Europe.

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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:

NOW THAT CONSUMERS ARE MORE BRAND CONSCIOUS THAN EVER, CHAMPIONING THE BRAND IS AT THE HEART OF WINNING BUSINESS STRATEGIES. NOTHING IS AS IMPORTANT IF A COMPANY IS TO PROSPER.

'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 to keep the there. Seventeen high-profile contributors, including Richard Branson, Archie Norman and Robert Ayling, discuss issues such as the economic value of brands, effective brand architecture, powerful positioning and corporate communications programmes, global marketing and corporate reputation. These highly readable perspectives provide penetrating insights-based upon proven success- that no business leader can afford to ignore.

"Hard to top the brands discussed in this book… it offers many stimulating notions about marketing."
DAILY TELEGRAPH

ASDA GROUP PLC, BRITISH AIRWAYS PLC, L'OREAL PARIS, LEVI STRAUSS & CO, ORIENT OVERSEAS (INTERNATIONAL) LTD, McDONALD'S UK, GUINNESS IRELAND GROUP, RENTOKIL INITIAL PLC, HEWLETT-PACKARD, CADBURY LTD, VTECH HOLDINGS LTD, LONDON INTERNATIONAL GROUP PLC, MANDARIN ORIENT HOTEL GROUP, MAZDA MOTOR EUROPE SA/NV, MAZDA CARS(UK) LTD, FEDERAL EXPRESS CORPORATION, VIRGIN, VODAPHONE

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