The Brand-Driven CEO - Embedding Brand into Business Strategy (Hardcover)

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.

General

Imprint:	University of Toronto Press
Country of origin:	Canada
Release date:	October 2020
First published:	2020
Authors:	David Kincaid
Dimensions:	231 x 152 x 28mm (L x W x T)
Format:	Hardcover
Pages:	208
ISBN-13:	978-1-4426-4985-9
Categories:	Books > Business & Economics > Business & management > Business strategy Books > Business & Economics > Business & management > Business competition Books > Business & Economics > Business & management > Ownership & organization of enterprises > Privatization Books > Business & Economics > Business & management > Ownership & organization of enterprises > Multinationals Books > Business & Economics > Business & management > Ownership & organization of enterprises > Monopolies Books > Business & Economics > Business & management > Ownership & organization of enterprises > Employee-ownership & co-operatives Books > Business & Economics > Business & management > Ownership & organization of enterprises > Joint ventures
LSN:	1-4426-4985-2
Barcode:	9781442649859

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