Brand power
Title:
Brand power
Author:
Stobart, Paul.
Publication Information:
Washington Square, N.Y. : New York University Press, [1994]
©1994
Physical Description:
xvi, 255 pages, 24 unnumbered pages of plates : illustrations (some color) ; 25 cm
Language:
English
Contents:
The importance of brand power / Donald Keough -- Creating brand power / Anthony Tennant -- The management of global brands / Camillo Pagano -- The importance of market-perceived quality / Bradley Gale -- Aadding brand value / Allen Sheppard -- Power branding in the automotive industry / Werner Niefer -- The emergence of retail brand power / Terry Leahy -- From bulk to brand / Nicolo Polla -- Franchising: how brand power works / Luciano Benetton -- Protecting power brands / Garo Partoyan -- Brand-based strategy and structure: the scandinavian experience / Carsten Dahlman --
Assessing brand value / Michael Birkin -- Brands, culture and business in Japan / Keijiro Nakabe -- Brand power: the future / John Murphy.
Added Author:
ISBN:
9780814779651
Format :
Book
