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

Autori
First, Ivana

Izvornik
The journal of product & brand management (1061-0421) 18 (2009), 6; 468-469

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, kritički prikaz, ostalo

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

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA