Leaders Achieve Excellent Brands: New Concepts in Brand Strategy (Brand New Revised Edition)

Author: Joseph Lepore (USA) and others
Publisher:
Publish Date: 2006-01-01
Features: This is a book about the art of leadership—a book about how to unite the company from top to bottom to create customer loyalty and achieve maximum value by creating and maintaining this loyalty. Many company leaders mistakenly believe that brand building is just a marketing issue, something only those who can afford to spend money on advertising during super sports events or with (: eye-catching branding) are doing. In reality, a brand is the sum of all the experiences consumers have with a company or product, and the sum of the perceptions consumers develop toward the brand as they begin to form some commitment to it. In fact, if you want to create a strong brand, then upholding this commitment is the responsibility of every leader. Brand value and customer loyalty come from the wisdom and cultivation of the leaders who implement the brand strategy, as well as the daily actions that shape the brand.