Brand Management
From Ideas to Iconic Brands

Article Details
Pub. Date : Dec, 2018
Product Name : The IUP Journal of Brand Management
Product Type : Article
Product Code : IJBRM41812
Author Name : Giles Lury
Availability : YES
Subject/Domain : Marketing Management
Download Format : PDF Format
No. of Pages : 04



Every brand has a story to tell—stories of success, failures, genesis, growth, struggles, becoming irrelevant, rejuvenation and finally its end. A common thread running across all these stories is the compelling message that they seem to give to their readers.


The book, From Ideas to Inconic Brands, is one such collection of brand stories. The author, Giles Lury has successfully covered the stories of 101 brands from across several industries. The author cleverly disguises the message from the stories with a thought-provoking question at the end of each story.


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