Six Rules for Brand Revitalization. (Record no. 36629)

000 -LEADER
fixed length control field 04744nam a22004213i 4500
001 - CONTROL NUMBER
control field EBC5135305
003 - CONTROL NUMBER IDENTIFIER
control field MiAaPQ
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20191009123150.0
006 - FIXED-LENGTH DATA ELEMENTS--ADDITIONAL MATERIAL CHARACTERISTICS--GENERAL INFORMATION
fixed length control field m o d |
007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION
fixed length control field cr cnu||||||||
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 191009s1900 xx o ||||0 eng d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781282430785
-- (electronic bk.)
035 ## - SYSTEM CONTROL NUMBER
System control number (MiAaPQ)EBC5135305
035 ## - SYSTEM CONTROL NUMBER
System control number (Au-PeEL)EBL5135305
035 ## - SYSTEM CONTROL NUMBER
System control number (CaONFJC)MIL243078
035 ## - SYSTEM CONTROL NUMBER
System control number (OCoLC)1027163969
040 ## - CATALOGING SOURCE
Original cataloging agency MiAaPQ
Language of cataloging eng
Description conventions rda
-- pn
Transcribing agency MiAaPQ
Modifying agency MiAaPQ
082 0# - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.827
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Light, Larry.
245 10 - TITLE STATEMENT
Title Six Rules for Brand Revitalization.
250 ## - EDITION STATEMENT
Edition statement 1st ed.
264 #1 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc :
Name of publisher, distributor, etc Pearson Education Inc,
Date of publication, distribution, etc 1900.
264 #4 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Date of publication, distribution, etc �1900.
300 ## - PHYSICAL DESCRIPTION
Extent 1 online resource (240 pages)
336 ## - CONTENT TYPE
Content type term text
Content type code txt
Source rdacontent
337 ## - MEDIA TYPE
Media type term computer
Media type code c
Source rdamedia
338 ## - CARRIER TYPE
Carrier type term online resource
Carrier type code cr
Source rdacarrier
505 0# - FORMATTED CONTENTS NOTE
Formatted contents note Cover -- Contents -- Acknowledgments -- About the Authors -- Preface -- Introduction to the Rules and the Rules-Based Practices -- Chapter 1 Background to the Turnaround -- Big Brand in Big Trouble -- What Went Wrong? -- Ray Kroc's Vision -- Chain of Supply -- The Opening Salvo -- What's Going On? -- Our Leading Edge: Our Leaders -- The Plan to Win -- Brand Power -- Summary -- Chapter 2 The Six Rules of Revitalization -- Branding Is Not the Same As Advertising -- A Brand Versus a Product or Service -- The Six Rules -- Rule #1: Refocus the Organization -- Rule #2: Restore Brand Relevance -- Rule #3: Reinvent the Brand Experience -- Rule #4: Reinforce a Results Culture -- Rule #5: Rebuild Brand Trust -- Rule #6: Realize Global Alignment -- Chapter 3 Rule #1: Refocus the Organization -- Brand Purpose -- The McDonald's Brand Purpose -- The Value Equation -- Financial Discipline -- Operational Excellence -- Leadership Marketing -- The Do's and Don'ts of Refocusing the Organization -- Chapter 4 Rule #2: Restore Brand Relevance -- Thorough Knowledge of the Marketplace -- Understanding the Market Segmentation -- Needs-Based Segmentation Profiles -- Prioritizing the Markets -- Synthesis Versus Analysis -- Prioritize, Prioritize -- Leadership Marketing -- McDonald's Segmentation -- What Is the Brand Promise? -- Brand Pyramid -- Brand Essence -- Paradox Promise -- McDonald's Paradox Promise -- The Do's and Don'ts of Restoring Relevance -- Chapter 5 Rule #3: Reinvent the Brand Experience -- People -- Product -- Place -- Price -- Promotion -- Conclusion -- The Do's and Don'ts of Reinventing the Brand Experience -- Chapter 6 Rule #4: Reinforce a Results Culture -- All Growth Is Not Equally Valuable -- Balanced Brand-Business Scorecard -- The Do's and Don'ts of Creating a Results Culture -- Chapter 7 Rule #5: Rebuild Brand Trust -- Crisis of Credibility.
505 8# - FORMATTED CONTENTS NOTE
Formatted contents note Five Principles of Trust Building -- You Are What You Do -- Lead the Debate -- Don't Hide from It -- The Arrow Is Aimed at Fast Food -- Openness Is an Opportunity -- Trusted Messages Must Come from a Trustworthy Source -- Good Citizenship Pays -- The Do's and Don'ts of Rebuilding Trust -- Chapter 8 Rule #6: Realize Global Alignment -- Alignment -- Freedom Within a Framework -- Internal Marketing Is a Must -- The Do's and Don'ts of Realizing Global Alignment -- Chapter 9 Realizing Global Alignment: Creating a Plan to Win -- The Three Sections of the Plan to Win -- KIDDO Garden Foods -- Step One: Brand Direction-Articulating the Brand Purpose and Brand Promise -- Step Two: Creating the Five Action Ps -- Step Three: Performance Measures -- Implications of a Plan to Win -- The Do's and Don'ts of Creating a Plan to Win -- Chapter 10 Do the Six Rules of Revitalization Work? -- Moving Forward -- Summary: Brand Revitalization -- Index -- A -- B -- C -- D -- E-F -- G -- H -- I -- J-K -- L -- M -- N -- O -- P -- Q-R -- S -- T -- U-V -- W-Z.
520 ## - SUMMARY, ETC.
Summary, etc This is the eBook version of the printed book. If the print book includes a CD-ROM, this content is not included within the eBook version.“Larry and Joan have laid out a great set of guiding principles for any busin.
588 ## - SOURCE OF DESCRIPTION NOTE
Source of description note Description based on publisher supplied metadata and other sources.
590 ## - LOCAL NOTE (RLIN)
Local note Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2019. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
655 #4 - INDEX TERM--GENRE/FORM
Genre/form data or focus term Electronic books.
700 1# - ADDED ENTRY--PERSONAL NAME
Personal name Kiddon, Joan.
776 08 - ADDITIONAL PHYSICAL FORM ENTRY
Display text Print version:
Main entry heading Light, Larry
Title Six Rules for Brand Revitalization: Learn How Companies Like McDonald's Can Re-Energize Their Brands
Place, publisher, and date of publication : Pearson Education Inc,c1900
797 2# - LOCAL ADDED ENTRY--CORPORATE NAME (RLIN)
Corporate name or jurisdiction name as entry element ProQuest (Firm)
856 40 - ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier http://ezproxy01.ny.edu.hk:2048/login?url=https://ebookcentral.proquest.com/lib/ircp3g4/detail.action?docID=5135305
Public note Click to View

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