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Creating Powerful Brands
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As we look forward with confidence that this new edition significantly benefits
students and managers, we look back to how this book became a well established
core text in many business schools internationally and amongst a lot of
managers. It seems not that long ago when we embarked on this project, yet as
our publisher attests, the first edition of this book appeared in 1992. That was
the year when the European Union offered the potential for developing brands
that could cross frontiers without too much hindrance. Cries were heard about
identities being lost as corporations sought to consider how more standardised
approaches could be followed in their brand strategies. Yet today we see a loosetight
approach being followed that helps different communities to celebrate
their diversity, but at the same time allows them to conform to societal norms.
Successful brands did not adopt the “one shape fits all” mantra. Rather, they
evolved using a loose-tight approach. They are tight in so far as there are a core set
of brand values that are not transgressed, yet loose since country managers have
the latitude to enact the brand values in a manner more suited to their country
Elsevier
4rd
658.827 Les c
978-1-85617-849-5
658.827
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Electronic Resource
English
Elsevier
2011
Oxford
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