A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century
by Scott Bedbury, Stephen Fenichell
A New Brand World presents eight principles for achieving brand leadership in the twenty-first century. Scott Bedbury and Stephen Fenichell offer a focused look at branding as a central business discipline, making this a relevant resource for readers interested in marketing, management, and long-term brand development.
About This Book
A New Brand World examines the role of branding in the twenty-first century.
The book is organized around eight principles for achieving brand leadership.
It offers a business-focused perspective on building, developing, and sustaining strong brands.
Written by Scott Bedbury with Stephen Fenichell, this book is intended for readers interested in marketing, management, and competitive business strategy.
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