A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century

A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century

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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… (more)

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Book Details  


Publisher: Penguin (February 25, 2003)

Format: EPUB

Page count: 240 pages

File size: 659 KB

Protection: DRM

Language: English


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