<Embed>
List Price: $27.99
Save: $5.62 (20%)
FREE delivery: Sunday, Nov 8 on your first order.
Fastest delivery: Thursday, Nov 5 Details
In Stock.
As an alternative, the Kindle eBook is available now and can be read on any device with the free Kindle app. Want to listen? Try Audible.
Your transaction is secure
We work hard to protect your security and privacy. Our payment security system encrypts your information during transmission. We don’t share your credit card details with third-party sellers, and we don’t sell your information to others. Learn more
Ships from Amazon.com
Sold by Amazon.com
Ships from
Amazon.com

Sold by
Amazon.com

Return policy: Returnable until Jan 31, 2021
For the 2020 holiday season, returnable items shipped between October 1 and December 31 can be returned until January 31, 2021.
Condition: Used: Very Good
Comment: Book is in excellent condition, no signs of wear or damage. Dusk jacket has small indentation on front cover, but it's not a rip or hole, just an ident.

Other Sellers on Amazon
Add to Cart
$14.37
+ $3.99 shipping
Sold by: left handed books
Add to Cart
$14.47
+ $3.99 shipping
Sold by: Greg's
Add to Cart
$15.00
+ $3.59 shipping
Sold by: AcjBooks
Have one to sell?
Loading your book clubs
There was a problem loading your book clubs. Please try again.
Not in a club? Learn more
Amazon book clubs early access

Join or create book clubs

Choose books together

Track your books
Bring your club to Amazon Book Clubs, start a new book club and invite your friends to join, or find a club that’s right for you for free.
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more

Follow the Author

Something went wrong. Please try your request again later.


What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest Hardcover – January 7, 2014

4.5 out of 5 stars 128 ratings

See all formats and editions Hide other formats and editions
Price
New from Used from
Kindle
Hardcover
$22.37
$14.37 $1.51

click to open popover

Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.

  • Apple
    Apple
  • Android
    Android
  • Windows Phone
    Windows Phone
  • Click here to download from Amazon appstore
    Android

To get the free app, enter your mobile phone number.

kcpAppSendButton

Frequently bought together

  • What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest
  • +
  • Building a StoryBrand: Clarify Your Message So Customers Will Listen
  • +
  • Fusion: How Integrating Brand and Culture Powers the World's Greatest Companies
Total price: $60.71
Buy the selected items together

Special offers and product promotions

Editorial Reviews

Amazon.com Review

Q&A with Denise Lee Yohn, author of What Great Brands Do

Denise Lee Yohn
Denise Lee Yohn

How will What Great Brands Do help us run better businesses?

Too many companies waste time, energy, and money on advertising and marketing their brands, only to have their efforts fall short. I want to show a different and more effective and sustainable way to build a brand—the way the greatest brands do.

What differentiates a great brand from a merely good one?

Most traditional branding efforts create an image to serve as the "face" of a company-a look and tagline to promote a business, or a new advertising or social media campaign to reinvigorate it—but these activities simply serve to express a brand. Great brands execute their brands, elevating the brand from an external-facing message to a strategic tool for managing the business. They use their brand to shape their culture, focus their core operations, and design their customer experiences. This brand-as-business approach has proven to be far more effective than "branding."

What can stand in the way of implementing the brand-as-business approach?

Some business leaders think of brands only in terms of messages and marketing tactics because that's all they know. Others want a quick fix and would rather change what they say about themselves rather than actually change. Still others understand the full business value of a brand but lack the tools and methods to realize it. What Great Brands Do will educate the first group, persuade the second, and equip the last.

Why is rethinking our approach to brand-building so critical today?

In practically every sector, competition is intensifying. Companies must differentiate themselves in substantive ways and deliver real value to customers. At the same time, those consumers are savvier than ever, and they're equipped with tools that enable them to see beneath a veneer that a company puts up. Image and reality must be closely aligned. Finally, advertising budgets are getting squeezed, but expectations for brand awareness and preference remain. The solution to all of these pressures is an integral brand strategy.

Who needs to read this book?

What Great Brands Do is for CEOs, COOs, entrepreneurs, and other leaders—people who have the responsibility, and the desire, to grow their organizations. My book challenges the conventional rhetoric about brands and teaches the most essential brand-building principles and tools for running a better business.

Review

Yohn, a branding consultant and speaker, with an all-star client list that includes Sony, Frito-Lay, and Burger King, knows exactly what it takes to raise a brand to the top and keep it there. Here she shares techniques that can elevate a brand to icon status. She explores how a great company can avoid obsolescence by using its brand as a management tool to fuel, align, and guide its people and initiatives. The eponymous seven brand-building principles are each given a chapter: start with a brand-building corporate culture; ignore trends; don't chase customers; commit and stay committed; and avoid selling products. Yohn's exercises, tools, and action steps will help elevate the conversation and undoubtedly enhance any company’s focus on branding. In addition to case studies that feature Google, Trader Joe's, IBM, and Shake Shack, Yohn provides her most valuable recommendations in her "Brand as Business" chapter, which ties together the seven principles and shows how to integrate them to produce growth and brand strength. Yohn's book is helpful reading for executives and managers at all levels, and it will guide the next generation of great brands. (Jan.) (Publishers Weekly, December 2013)


Product details

  • Item Weight : 1.02 pounds
  • Hardcover : 272 pages
  • ISBN-13 : 978-1118611258
  • Product dimensions : 6.2 x 1.3 x 9.1 inches
  • Publisher : Jossey-Bass; 1st edition (January 7, 2014)
  • Language: : English
  • Customer Reviews:
    4.5 out of 5 stars 128 ratings

Customer reviews

4.5 out of 5 stars
4.5 out of 5
128 global ratings
How are ratings calculated?

Top reviews from the United States

Reviewed in the United States on January 19, 2017
Verified Purchase
5 people found this helpful
Comment Report abuse
Reviewed in the United States on April 22, 2015
Verified Purchase
4 people found this helpful
Comment Report abuse
Reviewed in the United States on January 24, 2019
Verified Purchase
One person found this helpful
Comment Report abuse
Reviewed in the United States on June 6, 2016
Verified Purchase
One person found this helpful
Comment Report abuse
Reviewed in the United States on April 8, 2017
Verified Purchase
One person found this helpful
Comment Report abuse
Reviewed in the United States on September 10, 2019
Verified Purchase
One person found this helpful
Comment Report abuse
Reviewed in the United States on August 21, 2014
Verified Purchase
6 people found this helpful
Comment Report abuse
Reviewed in the United States on December 23, 2015
Verified Purchase
2 people found this helpful
Comment Report abuse

Top reviews from other countries

Ricardo S. Gulko
5.0 out of 5 stars This book is simply exceptional!!!
Reviewed in the United Kingdom on February 16, 2018
Verified Purchase
cegi 1967
4.0 out of 5 stars Good; solud; not particularly innovative
Reviewed in Italy on August 3, 2017
Verified Purchase
Christina S.
5.0 out of 5 stars Praxisnah durch die vielen Beispiele und Fallstudien
Reviewed in Germany on March 2, 2014
Verified Purchase
Ab
5.0 out of 5 stars Read to know what BRAND really means.
Reviewed in India on June 29, 2017
Verified Purchase
review imagereview imagereview image
2 people found this helpful
Report abuse
Amazon Customer
4.0 out of 5 stars Very good read
Reviewed in India on September 8, 2019
Verified Purchase
Pages with related products. See and discover other items: brand development, brand management, brand marketing, building a brand, building a business, principle of management