What Great Brands Do (Paperback)


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Discover proven strategies for building powerful, world-class brands

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 a opted 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 to p brands as Frito-Lay, Sony, Nautica and Burger King, Yohn explains key principles of her brand-as-business strategy.