Warriors on the High Wire: The Balancing Act of Br

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Warriors on the High Wire: The Balancing Act of Brand Leadership in the 21st Century

Our Price: $22.00

By Fiona Gilmore (au)
Year: 2001
Pages: 264
Binding Paperback
ISBN 1-86197-611-9

Product Code: 1422357961

Description

Nothing is as important as managing the brand if a co. is to prosper. Based on interviews with 50 CEOs, Gilmore distills the essence of many top brands. Top CEOs such as Michael Eisner of Disney & Sir Christopher Gent of Vodafone discuss the issues that are crucial to their success. They reveal: How co. can create brand architecture to maximize competitive advantage; Why the role of the brand is of fundamental importance in the age of e-commerce; Why service brands are critical for much of 21st-century business; & How co. should deal with acquisitions. Even the greatest brands sometimes lose their way. Gilmore shows how & why this happens & offers insights & ideas that can be applied to achieve outstanding success in any business.

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