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- catalog abstract ""A movie star like Tom Hanks talks openly about the importance of protecting the Tom Hanks brand. The State of Vermont thinks it's a brand, too and wants to keep out-of-state companies from borrowing the name "Vermont." Even the official exorcist of the Cathedral of Notre Dame believes he does a lot of business because Notre Dame has "a certain brand name."" "It's Brand Mania. And if you try to tell any professional anywhere in the world that brand matters, you are probably preaching to the converted." "At the same time, nothing is as misunderstood in business as the question of how to use a brand. Businesses routinely sink their brands with ill-considered mergers and acquisitions, mishandled scandals, and embarrassing sponsorships. Even brand-savvy companies like Nike and Coca-Cola occasionally stumble because they fail to recognize that a brand is everything a company does - the information you want to communicate to consumers and the information you communicate despite yourself."--Jacket.".
- catalog contributor b12110986.
- catalog contributor b12110987.
- catalog created "c2001.".
- catalog date "2001".
- catalog date "c2001.".
- catalog dateCopyrighted "c2001.".
- catalog description ""A movie star like Tom Hanks talks openly about the importance of protecting the Tom Hanks brand. The State of Vermont thinks it's a brand, too and wants to keep out-of-state companies from borrowing the name "Vermont." Even the official exorcist of the Cathedral of Notre Dame believes he does a lot of business because Notre Dame has "a certain brand name."" "It's Brand Mania. And if you try to tell any professional anywhere in the world that brand matters, you are probably preaching to the converted." "At the same time, nothing is as misunderstood in business as the question of how to use a brand. Businesses routinely sink their brands with ill-considered mergers and acquisitions, mishandled scandals, and embarrassing sponsorships. Even brand-savvy companies like Nike and Coca-Cola occasionally stumble because they fail to recognize that a brand is everything a company does - the information you want to communicate to consumers and the information you communicate despite yourself."--Jacket.".
- catalog description "It's the Brand, Stupid -- Codependency Can Be Beautiful--Consumers Need Good Brands As Much As Good Brands Need Them -- A Great Brand Message Is Like a Bucking Bronco--Once You're On, Don't Let Go -- If You Want Great Advertising, Be Prepared to Fight for It -- When It Comes to Sponsorships, There's a Sucker Born Every 30 Seconds -- Do Not Confuse Sponsorship with a Spectator Sport -- Do Not Allow Scandal to Destroy in 30 Days a Brand That Took 100 Years to Build -- Make Your Distributors Slaves to Your Brand -- Use Your Brand to Lead Your People to the Promised Land -- Ultimately, the Brand Is the CEO's Responsibility--and Everyone Else's Too.".
- catalog extent "xviii, 185 p. ;".
- catalog identifier "0071362932".
- catalog issued "2001".
- catalog issued "c2001.".
- catalog language "eng".
- catalog publisher "New York : McGraw-Hill,".
- catalog subject "658.8/27 21".
- catalog subject "Brand name products.".
- catalog subject "HD69.B7 D35 2001".
- catalog subject "Product management.".
- catalog tableOfContents "It's the Brand, Stupid -- Codependency Can Be Beautiful--Consumers Need Good Brands As Much As Good Brands Need Them -- A Great Brand Message Is Like a Bucking Bronco--Once You're On, Don't Let Go -- If You Want Great Advertising, Be Prepared to Fight for It -- When It Comes to Sponsorships, There's a Sucker Born Every 30 Seconds -- Do Not Confuse Sponsorship with a Spectator Sport -- Do Not Allow Scandal to Destroy in 30 Days a Brand That Took 100 Years to Build -- Make Your Distributors Slaves to Your Brand -- Use Your Brand to Lead Your People to the Promised Land -- Ultimately, the Brand Is the CEO's Responsibility--and Everyone Else's Too.".
- catalog title "Brand warfare : 10 rules for building the killer brand : lessons for new and old economy players / David F. D'Alessandro, with Michele Owens.".
- catalog type "text".