Brands in the Balance
Meeting the Challenges to Commercial Identity
Résumé
But whilst brands are more visible and valuable than ever before, they are increasingly coming under threat as customer loyalty becomes harder to maintain.
Brands in the Balance asks managers of the world's leading branded goods and service companies how strong brands are built, maintained, rescued, extended, valued and understood. Their answers provide us with some of the most enthralling stories from today's world of business, as well as invaluable strategies for brand survival.
It seems that nothing is unbrandable these days. From soft drinks, cars and clothing to financial services, telephones and even health care. As globalization increases consumer choice and product availability, commodities and services can often only be differentiated by one thing - brand. The growth of internet commerce has only intensified the view that a strong brand may be all that stands between profit and loss, between corporate identity and obscurity.
- Bernard Arnault, CEO of French luxury goods conglomerate LVMH
- Domenico De Sole, CEO of Italian design and fashion powerhouse Gucci Group
- Karen Edwards, vice-president of marketing at US internet powerhouse Yahoo!
- Michael Eisner, CEO of US entertainment and media legend Walt Disney Co.
- Charlie Frenette, president of the European unit of US soft drinks leader Coca-Cola Co.
- Daniel Gestetner, CEO of UK-based start-up internet shopping portal ShopSmart
- Stelios Haji-Ioannou, CEO of upstart UK budget airline easyJet
- Alan Harris, president of the European unit of US food group Kellogg Co.
- Jack Keenan, deputy CEO of UK spirits giant Diageo plc
- Patrick Ricard, CEO of venerable French spirits group Pernod Ricard.
Contents
- Foreword
- Acknowledgements
BRANDS IN THE MARKETPLACE
- 1 World of trouble: Coca-Cola and the global brand
- 2 Pro patria: Ricard and the national brand
- 3 Next door neighbour: Leinenkugel's and the regional brand
- 4 judo tactics: easyjet and the underdog brand
- 5 Bulldozers to boots: Caterpillar and brand extension
- 6 One trick pony: Heineken and brand consistency
- 7 Traditional values: Cadbury and the brand family
- 8 A brand too far: Columbia/HCA and the limits of brands
- 9 Store wars: Kellogg and private-label brands
- 10 Puzzle master: LVMH and the brand portfolio
- 11 Judgement day: Unilever and brand disposal
- 12 Shall the twain meet? Diageo and brands in mergers
- 13 Household word: 3M and brand trademarks
- 14 Debits and credits: Ranks Hovis and brand valuation
- 15 Back from the brink: Gucci and brand rescue
- 16 In the beginning: L'Oréal and brand creation
- 17 To the web born: Yahoo! and the e-brand
- 18 To the web born 2: ShopSmart and the e-brand
- 19 Under fire: Shell and the brand in crisis
- 20 Pushing the limits: Disney and the mega-brand
- Branding for humanity
- Bibliography
- Index
L'auteur - Kevin Drawbaugh
Kevin Drawbaugh has written about business for seven
years as a correspondent for Reuters in New York, Chicago
and London. His work has appeared in newspapers worldwide,
including The New York Times, The Washington Post and The
Wall Street Journal. He was formerly an editor and reporter
covering business and government for daily newspapers in
Indiana, Maryland and Virginia. He holds degrees in US
history from Indiana University and in economics and
communication from American University in Washington, DC.
He lives near London with his wife and two sons.
Caractéristiques techniques
PAPIER | |
Éditeur(s) | Reuters |
Auteur(s) | Kevin Drawbaugh |
Parution | 01/04/2001 |
Nb. de pages | 278 |
Format | 16 x 24 |
Couverture | Relié |
Poids | 702g |
Intérieur | Noir et Blanc |
EAN13 | 9780273650355 |
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