A new brand world: 8 principles for achieving brand leadership in the twenty-first century

By:

Bedbury, Scott

Contributor(s):

Fenichell, Stephen

Material type: Text

TextPublication details: New York Penguin Group 2003Description: xix, 220 pISBN:

0142001902

Subject(s):

DDC classification:

658.827 BED

Summary: 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. (https://www.penguinrandomhouse.com/books/286447/a-new-brand-world-by-scott-bedbury-and-stephen-fenichell/)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.827 BED (Browse shelf(Opens below))	1	Available		G00385

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.

(https://www.penguinrandomhouse.com/books/286447/a-new-brand-world-by-scott-bedbury-and-stephen-fenichell/)

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