What Great Brands Do (Summary)
ebook ∣ The Seven Brand-Building Principles that Separate the Best from the Rest
By Denise Lee Yohn
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getAbstract Summary: Get the key points from this book in less than 10 minutes.
Sound brand building has never been more important. Branding professional Denise Lee Yohn explains the differences between conventional branding and what she terms the "brand-as-business" strategy, a more enlightened and effective approach. Yohn details her brand-building methodology and the seven principles that support it. She focuses on building corporate culture, establishing customer connections, practicing innovation, providing quality products and services, and defining your company's commercial and social missions. Yohn's instructive examples show how the greatest companies build their brands within and without. getAbstract recommends her useful presentation to corporate leaders, marketers and start-up entrepreneurs.
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Copyright © 2014 Jossey-Bass, an imprint of John Wiley & Sons
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