Summary of What Great Brands Do
Copyright © 2014 Jossey-Bass, an imprint of John Wiley & Sons
Looking for the book?
We have the summary! Get the key insights in just 10 minutes.
Sound brand building has never been more important. Branding professional Denise Lee Yohn explains the differences between conventional branding and what she terms the “brand-as-business” strategy, a more enlightened and effective approach. Yohn details her brand-building methodology and the seven principles that support it. She focuses on building corporate culture, establishing customer connections, practicing innovation, providing quality products and services, and defining your company’s commercial and social missions. Yohn’s instructive examples show how the greatest companies build their brands within and without. getAbstract recommends her useful presentation to corporate leaders, marketers and start-up entrepreneurs.
In this summary, you will learn
- What the “brand-as-business approach” entails,
- What seven principles exemplify great brands and
- How the brand-as-business strategy solves common business problems.
About the Author
Denise Lee Yohn is a consultant and speaker with more than 25 years of branding experience.
Get the key points from this book in 10 minutes.
For your company
We help you build a culture of continuous learning.
Comment on this summary
3 years agoVery thorough summary of the book. Really gets to the point and very informative.
3 years agoNice Book.
Contained in Knowledge Pack:
Knowledge PackBrandingWhat’s in a (brand) name?
Customers who read this summary also read
Wolfgang Schaefer and J.P. Kuehlwein
Kogan Page, 2015
Olivier Abtan et al.
Boston Consulting Group, 2016
Rare Bird Books, 2015
Shaun Smith and Andy Milligan
Kogan Page, 2015