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

Auteur: Denise Lee Yohn
Taal: Engels
What Great Brands Do
  • Engels
  • Hardcover
  • 9781118611258
  • Druk: 1
  • december 2013
  • 272 pagina's
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What Great Brands Do 1e editie is een boek van Denise Lee Yohn uitgegeven bij John Wiley & Sons Inc. ISBN 9781118611258

"Spotting an exceptional brand is easy, but building an exceptional brand is one of the most overwhelming and elusive challenges organizations face. Many business leaders mistakenly believe that brand-building superstars like Apple, Lululemon, Zappos, and Nike achieved their successes as a result of good timing, years of experimentation, or just plain luck. Denise Lee Yohn knows the truth: these companies employed specific techniques that elevated brand building from a niche marketing function to the core driver of their business, turning them into industry icons. In What Great Brands Do , Yohn sheds light on these proven techniques and identifies the seven key principles that the world's top brands consistently live out. Yohn reveals how: Great brands start inside Great brands avoid selling products Great brands ignore trends Great brands don't chase customers Great brands sweat the small stuff Great brands commit and stay committed Great brands never have to ""give back"" Demystifying the brand-building process, What Great Brands Do lays out clear steps for implementing each of these principles. These philosophies contribute to Yohn's innovative brand-as-business approach, which puts the brand at the heart of every company decision and fuels faster growth, increased profit margins, stronger corporate cultures, and superior stakeholder relationships. Examining how this approach operates in the real world, What Great Brands Do features case studies that analyze the brand-building successes and failures of companies including Google, Trader Joe's, IBM, Patagonia, Shake Shack, and many others. A vital resource for CEOs, COOs, entrepreneurs, and other leaders, What Great Brands Do paves a clear and accessible road to building a world-class brand."


Yohn, a branding consultant and speaker, with an all-star client list that includes Sony, Frito-Lay, and Burger King, knows exactly what it takes to raise a brand to the top and keep it there. Here she shares techniques that can elevate a brand to icon status. She explores how a great company can avoid obsolescence by using its brand as a management tool to fuel, align, and guide its people and initiatives. The eponymous seven brand-building principles are each given a chapter: start with a brand-building corporate culture; ignore trends; don't chase customers; commit and stay committed; and avoid selling products. Yohn's exercises, tools, and action steps will help elevate the conversation and undoubtedly enhance any company s focus on branding. In addition to case studies that feature Google, Trader Joe's, IBM, and Shake Shack, Yohn provides her most valuable recommendations in her Brand as Business chapter, which ties together the seven principles and shows how to integrate them to produce growth and brand strength. Yohn's book is helpful reading for executives and managers at all levels, and it will guide the next generation of great brands. (Jan.) (Publishers Weekly, December 2013)



23,6 x 15,9 x 2,4 cm
Aantal pagina's
272 pagina's


Denise Lee Yohn
John Wiley & Sons Inc



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