Best Practice Cases in Branding: Lessons from the World's Strongest Brands / Edition 3

Best Practice Cases in Branding: Lessons from the World's Strongest Brands / Edition 3

by Kevin Lane Keller
     
 

ISBN-10: 013188865X

ISBN-13: 9780131888654

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…  See more details below

Overview

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.

Product Details

ISBN-13:
9780131888654
Publisher:
Prentice Hall
Publication date:
01/28/2007
Edition description:
New Edition
Pages:
382
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.

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >