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The Brand-Driven CEO: Embedding Brand Into Business Strategy
Hardcover
ISBN13: 9781442649859
Publisher: Rotman-Utp Publishing
Published: Oct 15 2020
Pages: 208
Weight: 1.19
Height: 1.10 Width: 6.10 Depth: 9.10
Language: English
The Brand-Driven CEO demonstrates how senior leadership can use their brand to align and guide the behaviors, decisions, and operations of their entire organization in order to drive value. David Kincaid delivers practical assessments and game plans for senior executives and managers across functional areas, clarifying the confusion between brand and marketing management. He introduces the New 4Ps of brand management: People, Process, Intellectual Property, and Partnerships. This paradigm shift equips business leaders with a new approach to managing growth, profitability, risk, and sustainable value.
Using real-life, current case studies from today's fastest growing and most valuable brands - including Starbucks, Apple, and BMW - this book reveals the critical importance of managing big businesses as integrated business systems. The Brand-Driven CEO includes criteria to conduct your own brand self-assessment and a stepby-step roadmap that can be applied to help transform your brand and its management.
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