TY  - GEN
AU  - YOHN, DENISE LEE
TI  - WHAT GREAT BRANDS DO: THE SEVEN BUILDING PRINCIPLES THAT SEPERATES THE BEST FROM THE REST
SN  - 9788126550227
U1  - 658.827 
PY  - 2014///
CY  - NEW DELHI
PB  - WILEL INDIA PRIVATE LIMITED
KW  - BRANDIND
KW  - MARKETING
KW  - BRAND NEW PRODUCT
N1  - 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
N2  - It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built--and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy
ER  -