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Six Rules for Brand Revitalization : : Learn How Companies Like McDonald’s Can Re-Energize Their Brands
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ISBN
:
9788131730126
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Publisher
:
Pearson
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Subject
:
Business & Management
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Binding
:
Paperback
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Pages
:
240
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Year
:
2009
₹
375.0
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333.0
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Description
Are you responsible for reinvigorating your brand to achieve enduring profitable growth? Or for keeping your still-strong brand from fading in relevance and value? This extraordinary book teaches the invaluable lessons of one of the most successful brand revitalization projects in business history: the reinvigoration of McDonald's. Authored by Larry Light, the Global Chief Marketing Officer who spearheaded McDonald's breakthrough marketing initiatives, it presents a systematic blueprint for resurrecting any brand, and driving it to unprecedented levels of success. Learn how to refocus your entire organization around common goals and a common brand promise... restore brand relevance based on a profound knowledge of your customers... reinvent your total brand experience, leveraging innovation, renovation, marketing, and value. Discover how to define and meaure progress so you produce the right results the right way, based on a strong brand foundation....rebuild brand trust within and outside the organization...and finally, create a plan to win.For Sale in Indian subcontinent onlyFeaturesPowerful rules for strengthening your brand's promise, relevance, and value- and all the insights and techniques you need to execute on them. Specific do's and don'ts for recreating your brand experiences around the true needs of your customers. Create a plan to win that aligns the entire organization to get the right results the right way.ContentsBackground to the Turnaround The Six Rules of Revitalization Rule #1: Refocus the Organization Rule #2: Restore Brand Relevance Rule #3: Reinvent the Brand Experience Rule #4: Reinforce a Results Culture Rule #5: Rebuild Brand Trust Rule #6: Realize Global Alignment Realizing Global Alignment: Creating a Plan to Win Do the Six Rules of Revitalization Work?
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