The 9 Traits of Hero Brands

Throughout my career as a manager, executive, and college professor, I have witnessed the rise and fall of many brands. I have seen many brands survive crises while others collapsed in their infancy stage. I have managed brands that created long-lasting values and others that caused companies to file for bankruptcy. "Why some brands can save companies and others destroy them?" was the perpetual question. Heroes are saviors, and brands that survive crises, save companies and lead to prosperities are worth the "Hero Brands" designation. Companies spend years building brand equity. It takes time to develop a unified culture that becomes your brand. Over my extensive experience with franchising and the Food and Beverage (F&B) industry, I noticed similarities between those brands that excelled and those that struggled. I studied those differences to see if there were common themes that could be used as a guide by business personnel. The result was the identification of nine common traits that distinguish Hero Brands.This book was written for anyone interested in growing his or her brand, how to identify brands worth investing in, and ones worth keeping, in addition to which brands to discard from their portfolio. Whether you are an investor, entrepreneur, franchisee, or businessperson, join us on the journey of how to identify these nine traits of a Hero Brand.