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

About this book

What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.

Details

Format

Paperback

ISBN-13

9780142001905

Publisher

Penguin Group

Published

February 25, 2003

Pages

240

Weight

8 oz

Subject

Business & Economics