A New Brand World : 8 Principles for Achieving Brand Leadership in the 21st Century

Fenichell, Stephen, Bedbury, Scott

ISBN 10: 0670030767 / ISBN 13: 9780670030767

Published by Penguin Publishing Group, 2002

About this Item

Ships from the UK. Used book that is in excellent condition. May show signs of wear or have minor defects.

Seller Inventory # GRP73130068

Bibliographic Details

• Title: A New Brand World : 8 Principles for Achieving Brand Leadership in the 21st Century
• Publisher: Penguin Publishing Group
• Publication Date: 2002
• Language: English
• ISBN 10: 0670030767
• ISBN 13: 9780670030767
• Binding: Hardcover
• Edition: 1ST.
• Condition: Very Good
• Weight: 1.043 pounds

About this title

Synopsis

A guide to brand-building profiles the success of Nike and Starbucks to reveal their strategies and how to apply them for significant growth for any size business, analyzing why certain brands have succeeded or failed. 35,000 first printing.

About the Author

Scott Bedbury was Senior Vice President of Marketing at Starbucks from 1995 to 1998. Prior to that he spent seven years as head of advertising for Nike, where he launched the "Bo Knows" and "Just Do It" campaigns. He is currently an independent brand consultant and a speaker for the Leigh Bureau.

Stephen Fenichell is the author of Plastic: The Making of A Synthetic Century and Other People's Money. His articles have appeared in New York, Men's Journal, GQ, Lear's, Spy, Connoisseur, Condé-Nast Traveler, and Wired.