TY  - BOOK
TI  - Brand warriors: corporate leaders share their winning strategies 
SN  - 9781861975928 (pbk)
U1  - 658.8 22
PY  - 2007///c
CY  - London
PB  - Profile Books
KW  - Brand name products
KW  - Management
KW  - Case studies
N1  - 	Asda --
British Airways --
L'Oreal --
Levi Strauss --
Orient Overseas Container Line --
McDonald's UK --
Guinness Ireland --
Rentokil Initial --
Hewlett-Packard --
Cadbury Ltd --
VTech --
London International Group --
Mandarin Oriental Hotel Group --
Mazda --
Federal Express
N2  - 	
A collection of essays on the nature of brands and brand building aimed at general managers, CEOs and business students. Talking about the crucial aspects of brand management, there are contributions from the likes of Archie Norman of Asda and Bob Ayling of Britis
ER  -