Publisher's Synopsis
A series of highly readable essays on the nature of brands and brand building by some of the most successful and high-profile names in the business, to be published at a time when brand awareness and brand identity are more important than ever before. The companies rated by marketeers as the rising stars for the future are those with very clearly positioned, confident corporate brands, but some brand managers are being distracted by other commercial matters they consider more important. This series of essays by top names in the business clearly indicates that nothing is as important as managing the brand - if the company is to prosper. They talk about the crucial aspects of brand management - how their own companies preserve, protect and build on their brand identity - in an accessible style aimed at general managers, CEOs and business students. Impressive list of contributors - the most successful in the business, including household names such as Archie Norman of Asda, Bob Ayling of British Airways, Robert Holloway of Levi's, Alain Evrard of L'Oreal and the newly appointed chief executive of Hong Kong, C.H. Tung All the brands represented are well known: Asda, British Airways, Cadbury's, Durex, FedEx, Guinness, Hewlett Packard, Levi's, L'Oreal, MacDonald's, Rentokil and more. The editor who has rounded up the authors, Fiona Gilmore, is one of the leading brand positioning and corporate identity consultants in Europe.
