From the jacket flap
Spotting an exceptional brand is easy, but building an exceptional brand is one of the most overwhelming and elusive challenges organizations face. Many business leaders mistakenly believe that brand-building superstars like Apple, Lululemon, Zappos, and Nike achieved their successes as a result of good timing, years of experimentation, or just plain luck. Denise Lee Yohn knows the truth: these companies employed specific techniques that elevated brand building from a niche marketing function to the core driver of their business, turning them into industry icons.
In What Great Brands Do, Yohn sheds light on these proven techniques and identifies the seven key principles that the world's top brands consistently live out. Yohn reveals how:
- 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"
Demystifying the brand-building process, What Great Brands Do lays out clear steps for implementing each of these principles. These philosophies contribute to Yohn's innovative brand-as-business approach, which puts the brand at the heart of every company decision and fuels faster growth, increased profit margins, stronger corporate cultures, and superior stakeholder relationships. Examining how this approach operates in the real world, What Great Brands Do features case studies that analyze the brand-building successes and failures of companies including Google, Trader Joe's, IBM, Patagonia, Shake Shack, and many others.
A vital resource for CEOs, COOs, entrepreneurs, and other leaders, What Great Brands Do paves a clear and accessible road to building a world-class brand.
Details
- Title What Great Brands Do
- Author Denise Lee Yohn
- Binding Hardcover
- Edition 1st edition
- Pages 272
- Volumes 1
- Language ENG
- Publisher Jossey-Bass, San Francisco, CA, U.S.A
- Date 2014-01-07
- Features Bibliography, Dust Cover, Index, Price on Product - Canadian, Table of Contents
- ISBN 9781118611258 / 111861125X
- Weight 1.02 lbs (0.46 kg)
- Dimensions 9.28 x 6.27 x 0.95 in (23.57 x 15.93 x 2.41 cm)
- Library of Congress subjects Branding (Marketing), Brand name products
- Library of Congress Catalog Number 2013032239
- Dewey Decimal Code 658.827
Media reviews
Citations
- Publishers Weekly, 11/25/2013, Page 0
More Copies for Sale
What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest
by Yohn, Denise Lee
- Used
- Condition
- UsedGood
- ISBN 10 / ISBN 13
- 9781118611258 / 111861125X
- Quantity Available
- 1
- Seller
-
Imperial, Missouri, United States
- Item Price
-
$4.85FREE shipping to USA
Show Details
What Great Brands Do : The Seven Brand-Building Principles That Separate the Best from the Rest
by Denise Lee Yohn
- Used
- Good
- Hardcover
- Condition
- Used - Good
- Binding
- Hardcover
- ISBN 10 / ISBN 13
- 9781118611258 / 111861125X
- Quantity Available
- 1
- Seller
-
Seattle, Washington, United States
- Item Price
-
$5.99FREE shipping to USA
Show Details
What Great Brands Do : The Seven Brand-Building Principles That Separate the Best from the Rest
by Denise Lee Yohn
- Used
- Very Good
- Hardcover
- Condition
- Used - Very Good
- Binding
- Hardcover
- ISBN 10 / ISBN 13
- 9781118611258 / 111861125X
- Quantity Available
- 3
- Seller
-
Seattle, Washington, United States
- Item Price
-
$5.99FREE shipping to USA
Show Details
What Great Brands Do : The Seven Brand-Building Principles That Separate the Best from the Rest
by Denise Lee Yohn
- Used
- Good
- Hardcover
- Condition
- Used - Good
- Binding
- Hardcover
- ISBN 10 / ISBN 13
- 9781118611258 / 111861125X
- Quantity Available
- 1
- Seller
-
Seattle, Washington, United States
- Item Price
-
$5.99FREE shipping to USA
Show Details
What Great Brands Do : The Seven Brand-Building Principles That Separate the Best from the Rest
by Yohn, Denise Lee
- Used
- Condition
- Used - Very Good
- ISBN 10 / ISBN 13
- 9781118611258 / 111861125x
- Quantity Available
- 4
- Seller
-
Mishawaka, Indiana, United States
- Item Price
-
$7.55FREE shipping to USA
Show Details
What Great Brands Do : The Seven Brand-Building Principles That Separate the Best from the Rest
by Yohn, Denise Lee
- Used
- Condition
- Used - Very Good
- ISBN 10 / ISBN 13
- 9781118611258 / 111861125x
- Quantity Available
- 2
- Seller
-
Mishawaka, Indiana, United States
- Item Price
-
$7.55FREE shipping to USA
Show Details
What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest
by Yohn, Denise Lee
- Used
- Very Good
- Paperback
- Condition
- Used - Very Good
- Binding
- Paperback
- ISBN 10 / ISBN 13
- 9781118611258 / 111861125X
- Quantity Available
- 1
- Seller
-
GORING BY SEA, West Sussex, United Kingdom
- Item Price
-
$14.49$11.10 shipping to USA
Show Details
What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest
by Yohn, Denise Lee
- Used
- Very Good
- Hardcover
- Condition
- Used - Very Good
- Binding
- Hardcover
- ISBN 10 / ISBN 13
- 9781118611258 / 111861125X
- Quantity Available
- 1
- Seller
-
Frankfort, Kentucky, United States
- Item Price
-
$17.78$4.99 shipping to USA
Show Details
What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest
by Denise Lee Yohn
- New
- Hardcover
- Condition
- New
- Binding
- Hardcover
- ISBN 10 / ISBN 13
- 9781118611258 / 111861125x
- Quantity Available
- 8
- Seller
-
Southport, Merseyside, United Kingdom
- Item Price
-
$25.24$12.89 shipping to USA
Show Details
What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest
by Yohn, Denise Lee
- New
- Condition
- New
- ISBN 10 / ISBN 13
- 9781118611258 / 111861125x
- Quantity Available
- 35
- Seller
-
Benton Harbor, Michigan, United States
- Item Price
-
$19.78$3.99 shipping to USA