Author : Laurence Vincent
Publisher : Kaplan
ISBN 13 : 9780793155606
Total Pages : 321 pages
Book Rating : 4.1/5 (556 download)
Book Synopsis Legendary Brands by : Laurence Vincent
Download or read book Legendary Brands written by Laurence Vincent and published by Kaplan. This book was released on 2002 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: Coke, Martha Stewart, Ralph Lauren and Hallmark engender tremendous devotion, sometimes almost a cult following, among consumers. To create this kind of loyalty, these brands express consistent values and "stories" and, in the process, claim a unique niche in the marketplace. Author Laurence Vincent has been a keen observer and a frontline player in developing the brand stories of so many outstanding companies. In Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Marketing Strategy he applies the theory to specific brand issues. From the frank comments offered by leading brand managers, readers will learn new ways to approach specific marketing problems, as well as innovative solutions to untangle an assortment of thorny branding issues.