Effective Brand Leadership

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More About This Title Effective Brand Leadership

English

How do you create, scale-up and evolve a world class food service brand? How do you revive a brand that is faced with (seemingly) terminal decline? Packed with real-life Case Studies and key insights from the Founders and Leaders of some of the most dynamic and established food service brands (Giggling Squid, Cabana, Miller & Carter, Burger & Lobster, Hache, Drake & Morgan, Giraffe, Byron, Premium Country Dining Group, Domino’s Pizza, YO! Sushi, TGI Friday’s, Pizza Hut, Toby Carveries etc.) this book is essential reading for aspiring or ambitious food service leaders. Written in an informative, accessible style without abandoning any of its empirical rigor this book is essential reading for food service leaders at all levels within the industry who want to win during every stage of their brand’s evolution or hospitality students who want practical insights into the fundamentals of effective brand leadership.

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Professor Chris Edger PhD is a multiple author on retail leadership whose latest book Franchising was shortlisted for the prestigious 2016 CMI Management Book of the Year. Described as the UK’s ‘leading expert on multi-site retail management', Chris has appeared on/written for media outlets such as C4 News, ITV, BBC News Online, Propelinfo, Daily Mail, Guardian etc. Tony Hughes is a luminary of the UK food service industry. During his career he established TGI Friday’s in the UK and was responsible for developing brands such as Toby, Vintage Inns, Premium County Dinning, Village Pub & Kitchen, Miller & Carter and acquiring Harvester, Browns and Alex in Germany.

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"Effective Brand Leadership is an invaluable guide for anyone involved in the food service sector. It breaks new ground in mapping out the architecture of brand creation and the key crucial stages that follow – brand growth and evolution. It also moves beyond these stages by exploring the existential threats to brand vibrancy and success and the key steps required to breathe new life into brands that have lost their way. Its authors Chris Edger and Tony Hughes are uniquely placed to provide this articulation of the UK's branded foodservice sector's collective reflection on brand creation, development and renewal. They combine intellectual rigour with hands-on experience. Chris has latterly distinguished himself as the UK's leading teacher and author on the subject of multi-site leadership, whilst Tony Hughes is often cited as the most influential brand architect of his generation…" —Paul Charity, Editor and Founder of PropelInfo (rated by Allegra Securities as the #2 most influential person in the UK Food Service industry)
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