| Document Type
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BL
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| Record Number
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970777
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| Doc. No
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b725147
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| Title & Author
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Warriors on the high wire : : the balancing act of brand leadership in the 21st century /\ [compiled by] Fiona Gilmore.
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| Publication Statement
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Pymble, NSW ;New York :: PerfectBound,, 2001.
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| Page. NO
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1 online resource (viii, 201 pages) :: illustrations
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| ISBN
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0585469466
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: 9780585469461
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| Notes
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A HarperCollins Business edition published 2001.
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Includes index.
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| Contents
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Introduction / Fiona Gilmore -- 1. Armani: The Cult of the Fashion Brand: Defining Style Across Six Continents -- 2. Disney: Managing a Magical Brand -- 3. INSEAD: Management Education with a Mission -- 4. Psion: The Battle for Wire-free Working -- 5. Reuters: Transforming the Brand for the Information Age -- 6. Sony: Re-inventing Itself to Keep Ahead in the Networked World -- 7. Sunday: New Brand Building Through a Unique Personality -- 8. Visa International: The Serendipity of a Name -- 9. Vodafone: Post-Aquisition: The Challeng of Brand Migration -- 10. Vorwerk: Building a Brand Without Advertising -- 11. Wales: Can a Country Be a Brand? -- 12. Wal-Mart Asda: the Revival of a Brand -- 13. Yahoo!: The Beginnings of a Brand.
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| Abstract
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"This text is a series of essays on the nature of brands and brand building by some of the most successful and high-profile names in business. It includes comparisons between different strategies and definitions of best practice."
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| Subject
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Brand name products-- Management.
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| Subject
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Product management.
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| Subject
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Brand name products-- Management.
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| Subject
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BUSINESS ECONOMICS-- Advertising Promotion.
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| Subject
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Product management.
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| Dewey Classification
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658.8/27
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| LC Classification
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HD69.B7W37 2001eb
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| Added Entry
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Gilmore, Fiona.
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