Brand Warriors: Corporate Leaders Share Their Winning Strategies

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9781861975928: Brand Warriors: Corporate Leaders Share Their Winning Strategies

This is a collection of essays on the nature of brands and brand-building. Brands examined include L'Oreal, Cadbury's, Guiness, McDonald's, Hewlett Packard and FedEx.

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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

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Fiona Gilmore
Published by Viva Books/Profile Books (2007)
ISBN 10: 1861975929 ISBN 13: 9781861975928
New Softcover First Edition Quantity Available: > 20
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Book Description Viva Books/Profile Books, 2007. Softcover. Book Condition: New. First edition. 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 keep them there. Seventeen high-profile contributors, including Richard Branson, Frederick W. Smith 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. Contents: Introduction ? Asda: The Accelerated REpositioning of a Brand ? British Airways: Brand Leadership Results from Being True to Our Long-term Vision ? L?Oreal: Achieving Success in Emerging Asian Markets ? Levi Strauss: Focus on the Legend . and Record-breaking Global Sales ? Orient Overseas Container Line: Growth Reflecting the Rise of the Asia Pacific Economies ? McDonald?s UK: Balancing the Global/Local Demands of the Brand ? Guinness Ireland: Broadening the Brand Franchise without Destroying the Mystique ? Rentokil Initial: Building a Strong Corporate Brand for Growth and Diversity ? Hewlett-Packard: Keeping the Brand Vision Alive ? Cadbury Ltd: Harnessing the Strengths of the Corporate Brand ? VTech: From Vision to Culture ? London International Group: The Benefits of Globalizing a Brand in a Fragmented Marketplace ? Mandarin Oriental Hotel Group: Delivering the Eastern Promise Worldwide ? Mazda: The Journey Towards Harmony ? Federal Express: The Supremely Packaged Warehouse in the Sky ? Virgin: The Virtues of a Diversified Brand ? Vodafone Group: Refreshing the Brand to Maintain Market Leadership Printed Pages: 282. Bookseller Inventory # 8436

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Fiona Gilmore
Published by Viva Books/Profile Books (2007)
ISBN 10: 1861975929 ISBN 13: 9781861975928
New Softcover First Edition Quantity Available: > 20
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A - Z Books
(New Delhi, DELHI, India)
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Book Description Viva Books/Profile Books, 2007. Softcover. Book Condition: New. First edition. 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 â€" and keep them there. Seventeen high-profile contributors, including Richard Branson, Frederick W. Smith 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 â€" based upon proven success â€" that no business leader can afford to ignore. Contents: Introduction • Asda: The Accelerated REpositioning of a Brand • British Airways: Brand Leadership Results from Being True to Our Long-term Vision • L’Oreal: Achieving Success in Emerging Asian Markets • Levi Strauss: Focus on the Legend . and Record-breaking Global Sales • Orient Overseas Container Line: Growth Reflecting the Rise of the Asia Pacific Economies • McDonald’s UK: Balancing the Global/Local Demands of the Brand • Guinness Ireland: Broadening the Brand Franchise without Destroying the Mystique • Rentokil Initial: Building a Strong Corporate Brand for Growth and Diversity • Hewlett-Packard: Keeping the Brand Vision Alive • Cadbury Ltd: Harnessing the Strengths of the Corporate Brand • VTech: From Vision to Culture • London International Group: The Benefits of Globalizing a Brand in a Fragmented Marketplace • Mandarin Oriental Hotel Group: Delivering the Eastern Promise Worldwide • Mazda: The Journey Towards Harmony • Federal Express: The Supremely Packaged Warehouse in the Sky • Virgin: The Virtues of a Diversified Brand • Vodafone Group: Refreshing the Brand to Maintain Market Leadership Printed Pages: 282. Bookseller Inventory # 8436

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Gilmore, Fiona (Ed)
ISBN 10: 1861975929 ISBN 13: 9781861975928
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Book Description Paperback. Book Condition: New. Dust Jacket Condition: Unknown. New Quality Books.Because We Care. Bookseller Inventory # 0607L523326

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ISBN 10: 1861975929 ISBN 13: 9781861975928
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Book Description Book Condition: New. Ships From Canada. New Quality Books.Because We Care. Bookseller Inventory # 8351965422

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