The Brand-Driven CEO demonstrates how senior leadership can use their brand to align and guide the behaviors, decisions, and operations of their entire organization in order to drive value. David Kincaid delivers practical assessments and game plans for senior executives and managers across functional areas, clarifying the confusion between brand and marketing management. He introduces the "New 4Ps" of brand management: People, Process, Intellectual Property, and Partnerships. This paradigm shift equips business leaders with a new approach to managing growth, profitability, risk, and sustainable value.
Using real-life, current case studies from today's fastest growing and most valuable brands - including Starbucks, Apple, and BMW - this book reveals the critical importance of managing big businesses as integrated business systems. The Brand-Driven CEO includes criteria to conduct your own brand self-assessment and a stepby-step roadmap that can be applied to help transform your brand and its management.
Sprache
Verlagsort
Zielgruppe
Für höhere Schule und Studium
Für Beruf und Forschung
Produkt-Hinweis
Fadenheftung
Gewebe-Einband
mit Schutzumschlag
Illustrationen
Maße
Höhe: 233 mm
Breite: 161 mm
Dicke: 27 mm
Gewicht
ISBN-13
978-1-4426-4985-9 (9781442649859)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
David Kincaid is among North America's most recognized and respected opinion leaders in the field of brand management. Prior to starting Level5 Strategy, David was Chief Marketing Officer at Corus Entertainment and the Senior VP of Marketing and Strategic Planning at Labatt Breweries of Canada. He also held management roles at American Express and General Foods. David is a frequent speaker at leading business schools and conferences and serves as an adjunct professor of marketing at the Smith School of Business (Queen's University) and the Schulich Executive Education Program (York University). Notable amongst David's many honors is being inducted into the American Marketing Association's Marketing Hall of Legends. David Kincaid is also the author of Brand Forward, Brand Back (2017) and The Value of Promise Consistently Kept (2017).
A Note from the Author
Introduction
Part One: Unlocking a Different Kind of Value
1. The Most Valuable - and Most Misunderstood - Asset on Your Balance Sheet
2. Creating Business Value
3. Barriers to Unlocking Value
4. Introducing the New 4Ps
5. The Six Success Factors behind Brand-Driven CEOs
Part Two: The New 4Ps and Six CEO Success Factors in Action
6. People
7. Process
8. Intellectual Property
9. Partnerships
Part Three: Brand-Driven CEO Assessment and New 4Ps Playbook
Acknowledgments
Notes
Index
