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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This book provides practical strategic and managerial guidance for business leaders looking to find new sources of value and to maximize their brand’s potential in today’s fast changing global marketplace.
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A Note from the Author Introduction Part One: Unlocking a Different Kind of Value 1. The Most Valuable – and Most Misunderstood – Asset on Your Balance Sheet2. Creating Business Value 3. Barriers to Unlocking Value 4. Introducing the New 4Ps 5. The Six Success Factors behind Brand-Driven CEOs Part Two: The New 4Ps and Six CEO Success Factors in Action 6. People 7. Process 8. Intellectual Property 9. Partnerships Part Three: Brand-Driven CEO Assessment and New 4Ps Playbook Acknowledgments Notes Index
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"The Brand-Driven CEO offers a fresh new perspective on harnessing the intangible power of your brand, a must-read for every CEO."
Produktdetaljer
ISBN
9781442649859
Publisert
2020-10-15
Utgiver
Vendor
University of Toronto Press
Vekt
520 gr
Høyde
231 mm
Bredde
152 mm
Dybde
28 mm
Aldersnivå
U, P, 05, 06
Språk
Product language
Engelsk
Format
Product format
Innbundet
Forfatter