engleski

Six Rules for Brand Revitalization: Learn How Companies Like McDonald's Can Re-energize Their Brands

The book Six Rules for Brand Revitalization: Learn How Companies Like McDonald's Can Re-Energize Their Brands is a guide to the revitalization of a faded brand. One of the authors of the book, Larry Light, worked as a Chief Marketing Officer at McDonald’ s during its revitalization phase, between 2003 - 2005. That professional, but also personal, engagement served as an inspiration for the book, which is conceptualized as a presentation of the actions McDonald’ s took in order to revitalize its brand. The book is also enriched with references to other successful brands that underwent similar processes. The book greatly benefits from the author’ s personal experience, offering many insights from the inside thereby adding to the manuscript’ s credibility and integrity.

Review; brand; brand revitalisation; McDonald's; six rules

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