10 Rules for Building the Killer Brand : Lessons for New and Old Economy PlayersBook - 2001
Branding has developed into one of the business world's hottest concepts, and for good reason. Branding is cited as the secret ingredient behind the tremendous corporate gains realized in recent years by companies ranging from FedEx, Rolex, Starbuck, Volvo, and most interestingly, John Hancock.
Publisher: New York : McGraw-Hill, c2001
Characteristics: xviii, 185 p. ; 24 cm