The Brand-Driven CEO : Embedding Brand into Business Strategy

Kincaid, David

University of Toronto Press（2020/10発売）

• 製本 Hardcover:ハードカバー版／ページ数 208 p.
• 言語 ENG
• 商品コード 9781442649859
• DDC分類 658.4012

Full Description

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.

Contents

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