Warriors on the High Wire: The Balancing Act of Brand Leadership in the 21st Century

by Fiona Gilmore (Author)

• Used

  Hardcover
  2001

  $3.28

  Building on the success of Brand Warriors , the contributors to Warriors on the High Wire demonstrate exactly why nothing is as important as managing the brand if a company is to prosper. Top CEOs talk about crucial aspects of brand management - how their companies preserve, protect and build on their brand identity to acheive success - in an accessible style aimed a general managers, CEOs and business students. Like Brand Warriors , this more-than-a-sequel addresses topical issues facing CEOs and marketing professionals, uses well-known companies to provide case histories, and explores markets which are inherently interesting and dynamic. In addition, new ingredients have been added: editorial comment throughout the book, comparisons between different strategies, definitions of best practice, and exploration of the relationships between the corporate brand, and individual brands.