New Brand Fundamentals

What’s the difference between a successful brand that is designed to grow over time, from one that is not? What makes brands like Nike, Rolls-Royce, Apple, Lego and Amazon to be the first ones that come to mind when a consumer is asked an unprompted question about their category? New Brand Fundamentals investigates the meanings, the values and the strategies behind a term so widely used yet difficult to define: a “brand”. Rediscovering the true nature of the brand and identifying its core strategic elements are essential tasks in order to overcome any competition and to build a solid, long-lasting foundation – one that wins the challenge of unpredictable shifts in market and consumer behavior.

Can a different approach shape the destiny of a brand? The insights, analysis and references included in this book answer positively to this question and offer leaders, managers and consultants the best approaches aimed to review a brand’s strategic identity and to set a path that opens up a world of opportunities.