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

• Main Author: Yohn, Denise Lee, 1967- (Author)
• Format: Book
• Language: English
• Published: San Francisco : Jossey-Bass, A Wiley Brand, [2014]
• Edition: First edition
• Subjects: řízení značky; obchodní značky; brand management; brand name products; příručky; handbooks, manuals, etc
• ISBN: 9781118611258; 978-1-118-82440-5; 978-1-118-82433-7
• Physical Description: vii, 262 stran : ilustrace ; 24 cm

Table of Contents:

• 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
• The eighth principle: brand as business