the seven brand-building principles that separate the best from the rest /
Denise Lee Yohn.
vii, 262 pages :
illustrations, charts ;
24 cm.
Includes bibliographical references and index.
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.
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Teaches a brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture and creating stronger stakeholder relationships.
Seven brand-building principles that separate the best from the rest.