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.
"synopsis" may belong to another edition of this title.
‘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’
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."
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
"About this title" may belong to another edition of this title.
Book Description HarperCollins Business. Paperback. Book Condition: Good. Book shows minor use. Cover and Binding have minimal wear and the pages have only minimal creases. Bookseller Inventory # G0006388922I3N00
Book Description HarperCollins Business, 1999. Paperback. Book Condition: Good. A slight tan to the page edges. Good condition book. Minor Shelfwear. Good condition is defined as: a copy that has been read but remains in clean condition. All of the pages are intact and the cover is intact and the spine may show signs of wear. The book may have minor markings which are not specifically mentioned. Most items will be dispatched the same or the next working day. Bookseller Inventory # mon0004405907
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Book Description HarperCollins Business 15/02/1999, 1999. Book Condition: used-good. - GREAT BOOK IN GOOD OR BETTER CONDITION, NORMALLY SENT SAME DAY FROM WAREHOUSE. Bookseller Inventory # 9053-9780006388920
Book Description HarperCollins Business 15/02/1999, 1999. Book Condition: used-good. - GREAT BOOK IN GOOD OR BETTER CONDITION, NORMALLY SENT SAME DAY FROM WAREHOUSE. Bookseller Inventory # 7719-9780006388920
Book Description HarperCollins Business 15/02/1999, 1999. Book Condition: used-good. GREAT BOOK IN GOOD OR BETTER CONDITION, NORMALLY SENT SAME DAY FROM WAREHOUSE. Bookseller Inventory # 9053-9780006388920
Book Description . Paperback. Book Condition: Fair. Bookseller Inventory # PL01456849B
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Book Description HarperCollins Business. PAPERBACK. Book Condition: Very Good. 0006388922 shelf wear and scuffing to cover. Bookseller Inventory # FF0018299
Book Description London, U.K.: HarperCollinsBusiness Harper Collins Publishers, 1999, 1999. Softcover. Paperback. Fair Befriedigender Zustand. First Thus/ Erste Auflage dieser Ausgabe. 237 Seiten, sofort lieferbar , Set in Janson and Ellington, the authors assert the moralright to be identified as the authors of this work, e.g.Archie Norman, Robert Ayling, Alain Evrard, Robvert Holloway; 263 Seiten (pp.) + Verlagswerbung, text in English! in englischer Sprache (en anglais), es geht um ASDA, British Airways. L'Oréal Paris, Levi Strauss & Co, Guinness Ireland group Rentokil Hewlett-Packard Cadbury Ltd Vtech Mandarin Oriental Hotel Group Mazda Motor, durex Virgin BA hp McD. Bookseller Inventory # 3927631232