Best Practice Cases in Branding: Lessons from the World's Strongest Brands / Edition 3by Kevin Lane Keller
Pub. Date: 01/28/2007
Publisher: Prentice Hall
The twelve cases in this book, written by Kevin Lane Keller, one of the international leaders in the study of strategic brand management and integrated marketing communications, feature some of the world's most successful brands and companies, including Levi Strauss & Co., Intel, Nike, and DuPont. Keller's cases examine the strategic brand management process, best practice guidelines, and how to best build and manage brand equity. For executives and managers in marketing and/or brand management. This book is suggested for use with Strategic Brand Management, 2e, also by Kevin Lane Keller and published by Prentice Hall.
- Prentice Hall
- Publication date:
- Edition description:
- New Edition
- Product dimensions:
- 6.90(w) x 9.00(h) x 0.80(d)
Table of Contents
Case 1: Levi Strauss and Co.: Creating a Sub-Brand.
Case 2: Intel Corporation: Branding an Ingredient.
Case 3: The California Milk Processor Board: Branding a Commodity.
Case 4: Red Bull: Building Brand Equity in New Ways.
Case 5: MTV: Building a Brand Resonance.
Case 6: Nike: Building a Global Brand.
Case 7: DuPont: Managing a Corporate Brand.
Case 8: Nivea: Managing a Brand Hierarchy.
Case 9: Starbucks Corporation: Managing a High Growth Brand.
Case 10: Yahoo! Managing an Internet Brand.
Case 11: Snapple: Revitalizing a Brand.
Case 12: Accenture: Rebranding and Repositioning a Global Brand.
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