New Brand Leadership

New Brand Leadership

4.11 - 1251 ratings - Source

New Brand Leadership delivers the first complete, proven blueprint for organizing and executing on global brand marketing. It reflects the authorsa€™ 50+ years of combined experience driving global brand leadership and measurable results across a wide range of industries, at companies ranging from Mars to Nissan, IHG to YUM! Brands. Larry Light and Joan Kiddon show how to drive value by successfully managing at the intersection of globalization, localization, and personalization. They introduce Arcaturea€™s proven Collaborative Three Box Model, guiding you step-by-step through creating brand vision, defining brand framework, bringing your brand to life, and then measuring your performance. They offer specific, high-value recommendations regarding cultural change, organizational responsibilities, structure, metrics, and much more. Youa€™ll find proven solutions to tough real-world global branding challenges, including managing tensions between global and local, central and regional, and brand leadership vs. brand management. For wide audiences of C-suite and other current and prospective business leaders; HR officers, marketing executives and agency professionals, top executives, business leaders, prospective business leaders, and MBA/executive MBA students.You can see the elements of the Brand Pyramid in Volvoa#39;s evolved description of the new Volvo XC90: a€œThe newest Volvo XC90 captures the essence of the Volvo brand ... As Steve Ells points out, a€œThe problem with fast food isna#39;t that ita#39;s fast.

Title:New Brand Leadership
Author:Larry Light, Joan Kiddon
Publisher:FT Press - 2015-05-23


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