Cover image for Harvard business review on brand management.
Title:
Harvard business review on brand management.
Publication Information:
Boston, Mass. : Harvard Business School Press, [1999]

©1999
Physical Description:
v, 204 pages : illustrations ; 21 cm.
General Note:
Contains articles previously published in the Harvard business review.

Includes index.
Language:
English
Subject Term:
Added Uniform Title:
Harvard business review.
ISBN:
9781578511440
Format :
Book

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HD69.B7 H37 1999 Adult Non-Fiction Central Closed Stacks
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Summary

Summary

With the increasing globalization of brands, effective brand management in differentiating products has become even more esseential. This volume provides strategies for maximizing the value of brands and products.


Table of Contents

1 Building Brands without Mass MediaErich Joachimsthaler and David A. Aaker
2 Brands versus Private LabelsJohn A. Quelch and David Harding
3 How Do You Grow a Premium Brand?Regina Fazio Maruca
4 Should You Take Your Brand to Where the Action Is?David A. Aaker
5 Extend Profits, Not Product LinesJohn A. Quelch and David Kenny
6 The Logic of Product-Line Extensions--Perspectives from the Editors
7 Can This Brand Be Saved?Regina Fazio Maruca
8 Your Brand's Best StrategyVijay Vishwanath and Jonathan Mark
About the Contributors
Index