Brand Warriors on the Cable - Balancing Brand's Leadership Position in the 21st Century: Balancing Brand's Leadership Position in the 21st Century

Author: Fiona Gilmour
Publisher:
Publication Date: 2002-09-01
Features: Following the success of the author's book "Brand Warriors," "Brand Warriors on the Tightrope" accurately reveals why brand management is the most crucial factor for a company's prosperity. For a brand to succeed, it must be at the core of the entire company. However, some companies fail to grasp the importance of this truth. Based on interviews with 50 CEOs and key decision-makers, Fiona Gilmour distills the essence of many top brands for us. In the book, CEOs such as Mitchell Escher from Disney and Chris Chant from Vodafone—renowned leaders—share the reasons behind their success and reveal the answers to the following questions. How does a company achieve maximum competitive advantage by establishing a brand structure? How do market participants in the e-commerce era protect their sales territories, and how do new market participants break into the market? Why is the importance of brands fundamental? Even renowned brands can sometimes go astray; Fiona Gilmour explains how mistakes occur and how to avoid them.