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Warriors on the high wire: the balancing act of brand leadership in the 21st century

Author: Gilmore, Fiona Publisher: Profile Books, 2003.Language: EnglishDescription: 264 p. ; 20 cm.ISBN: 1861976119Type of document: Book Bibliography/Index: Contents Note: Includes chapter by Gabriel Hawawini "INSEAD: management education with a mission", p. 69-81
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415.3 .G5 2003
(Browse shelf)
Available 001241730
Total holds: 0

Includes chapter by Gabriel Hawawini "INSEAD: management education with a mission", p. 69-81


Warriors on the High Wire The Balancing Act of Brand Leadership in the Twenty-First Century Contents Acknowledgements Contributors' Biographies Introduction: Fiona Gilmore Globalization: the challenge for the corporate brand Organizational structures: transforming them so that the business is the brand Migration strategies: a bit more than changing the name on the door Getting the inside on side: nothing is more important Brand positioning in revolution: the new art of brand shiftingTM Country/regional brand building: amplification, not fabrication E-business: new paradigms, timeless brand thinking Unsexy fast-moving consumer goods companies: they're not so stuffy, after all Building sustainable competitive advantage through architecture and brand communication equities Conclusion 1. Armani: The Cult of the Fashion Brand: Defining Style Across Six Continents 2 Disney: Managing a Magical Brand 3 INSEAD: Management Education with a Mission 4 Manchester United: From Football Club to Global Brand 5 Mobo: Undesigned Fashion Icon 6 Psion: The Battle for Wire-free Working 39 51 69 83 91 97 vii ix 4 7 10 15 18 23 25 27 31 37 7 Reuters: Transforming the Brand for the Information Age 8 Samsung: Another Rising Asian Tiger 9 Skoda: David versus Goliath 10 Sony: Re-inventing Itself to Keep Ahead in the Networked World 11. SUNDAY: New Brand Building Through a Unique Personality 12 Visa International: The Serendipity of a Name 13 Vodafone: Post-Acquisition: The Challenge of Brand Migration 14 Vorwerk: Building a Brand Without Media Advertising 15 Wales: Can a Country be a Brand? 16 Wal-Mart Asda: The Revival of a Brand 17 Yahoo!: The Beginnings of a Brand Glossary Index 115 131 141 147 157 165 179 195 207 223 239 251 253

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