Brand Survival

Author: (English) Kevin Droubay
Publisher:
Publish Date: 2003-01-01
Features: The author of this book interviews more than 20 senior leaders from world-renowned brand companies, introducing the real-life journeys of these enterprises in brand creation, maintenance, revitalization, expansion, and evaluation. It describes one story after another, moving and full of twists. For brand operators, these are extremely valuable experiences. Written in the style of news reporting, the book presents the interview records of 20 famous brand leaders from around the world, introducing their practices in brand creation, maintenance, revitalization, expansion, and evaluation from multiple and holistic perspectives of the company, market, Internet, and society. It highlights some of the most urgent issues faced by brand operators in today's society, analyzes current anti-brand views and phenomena, and explores the survival and development of brands in the 21st century.