What great brands do : the seven brand-building principles that separate the best from the rest

What great brands do The seven brand-building principles that separate the best from the rest

Denise Lee Yohn, 1967-

Book - 2014

It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built--and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brand...s as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy.

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Subjects
Branding (Marketing)
Brand name products.
Published
San Francisco, CA : Jossey-Bass, A Wiley Brand c2014.
©2014.
Language
English
Main Author
Denise Lee Yohn, 1967- (-)
Physical Description
vii, 262 pages ; 24 cm
Bibliography
Includes bibliographical references (pages 221-238) and index.
ISBN
9781118611258
  • Introduction
  • 1. Great Brands Start Inside
  • 2. Great Brands Avoid Selling Products
  • 3. Great Brands Ignore Trends
  • 4. Great Brands Don't Chase Customers
  • 5. Great Brands Sweat the Small Stuff
  • 6. Great Brands Commit and Stay Committed
  • 7. Great Brands Never Have to "Give Back"
  • 8. The Eighth Principle: Brand as Business
  • Notes
  • Acknowledgments
  • About the Author
  • Index
Review by Publisher's Weekly Review

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.) (c) Copyright PWxyz, LLC. All rights reserved.

(c) Copyright PWxyz, LLC. All rights reserved

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