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Brand New: How Entrepreneurs Earned Customers' Trust, from Wedgewood to Dell
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Brand New: How Entrepreneurs Earned Customers' Trust, from Wedgewood to Dell Hardcover - 2001

by Nancy F. Koehn

Business historian Koehn introduces readers to six extraordinary leaders of brand creation--Josiah Wedgwood, Henry Heinz, Marshall Field, Este Lauder, Howard Schultz, and Michael Dell--whose lives reveal important lessons for today's brand builders in both traditional and electronic worlds. 3 photo inserts.


From the publisher

This work contains mini-biographies of six entrepreneurs: Josiah Wedgewood, Henry Heinz, Marshall Field, Estee Lauder, Howard Schultz and Michael Dell, bringing to life how they constructed enduring connections between their companies and their customers. Included in this text is a rich examination of the relationship among the entrepreneur, the company and the customer, and how the brand results from and ultimately represents that relationship. Lessons from the six legendary brand-builders show how vision and values can transform both traditional and online businesses. This work outlines the strategic importance of brand creation and its translation into enduring organizations.

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Details

  • Title Brand New: How Entrepreneurs Earned Customers' Trust, from Wedgewood to Dell
  • Author Nancy F. Koehn
  • Binding Hardcover
  • Edition 1st edition
  • Pages 448
  • Volumes 1
  • Language ENG
  • Publisher Harvard Business Review Press, Boston, Massachusetts, U.S.A.
  • Date March 2001
  • ISBN 9781578512218 / 1578512212
  • Weight 2.09 lbs (0.95 kg)
  • Dimensions 9.42 x 6.4 x 1.69 in (23.93 x 16.26 x 4.29 cm)
  • Library of Congress subjects Businesspeople, Entrepreneurship
  • Library of Congress Catalog Number 00063224
  • Dewey Decimal Code 658.421

Media reviews

Citations

  • Choice, 09/01/2001, Page 167
  • Reference and Research Bk News, 11/01/2001, Page 72
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