Leading minds and landmark ideas in an easily accessible format from the preeminent thinkers whose work has defined an entire field to the rising stars and who will redefine the way we think about business, "The Harvard Business Review Paperback Series" delivers the fundamental information today's professionals need to stay competitive in a fast ...
An exploration of strategic brand leadership uses hundreds of studies of leading firms, including General Electric, to show the strategic potential of brand management in a world-based economy.
Companies must innovate to grow, but they often forget to look beyond their own brands. Take Sony, for example. Its success with consumer innovations like the Walkman blinded it to obvious changes in how, when, and where people wanted their music. Apple capitalized on those changes in demand with the iPod, providing a new way of listening to music ...
This work conceptualizes "brand architecture", examining how brands relate to each other and the dawn of Internet branding. It draws on more than 300 case studies of brand strategy from leading firms such as Ralph Lauren Polo Sport and Virgin Airlines.
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