Warriors on the High Wire - The Balancing Act of Brand Leadership in the 21st Century (Electronic book text, Microsoft Reader edition)

Building on the success of "Brand Warriors", the contributors to "Warriors on the High Wire" demonstrate exactly why nothing is as important as managing the brand if a company is to prosper. Top CEOs talk about crucial aspects of brand management - how their companies preserve, protect and build on their brand identity to acheive success - in an accessible style aimed a general managers, CEOs and business students. Like "Brand Warriors", this "more-than-a-sequel" addresses topical issues facing CEOs and marketing professionals, uses well-known companies to provide case histories, and explores markets which are inherently interesting and dynamic. In addition, new ingredients have been added: editorial comment throughout the book, comparisons between different strategies, definitions of best practice, and exploration of the relationships between the corporate brand, and individual brands.