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Yohn, Denise Lee, 1967-

What great brands do : the seven brand-building principles that separate the best from the rest / Denise Lee Yohn. - First edition. - vii, 262 pages : illustrations ; 24 cm

Includes bibliographical references and index.

Great brands start inside -- Great brands avoid selling products -- Great brands ignore trends -- Great brands don't chase customers -- Great brands sweat the small stuff -- Great brands commit and stay committed -- Great brands never have to give back -- The eighth principle: brand as business.

ISBN: 9781118611258 (cloth)

LCCN: 2013032239

Subjects--Topical Terms:
Branding (Marketing)
Brand name products.

LC Class. No.: HF5415.1255 / .Y64 2014

Dewey Class. No.: 658.8/27