Brand Power

Brand Power

by Paul Stobart, Judy Chu
     
 

ISBN-10: 0814779654

ISBN-13: 9780814779651

Pub. Date: 12/01/1994

Publisher: New York University Press

Every day each of us experiences the marketing power and influence of a widely recognized brand name. When we use Coke as a synonym for cola products, or Kleenex to mean tissue, we reinforce the power of these brands. It is no surprise, then, that companies with established brand names protect and nurture them, and that companies without brand names continuously

Overview

Every day each of us experiences the marketing power and influence of a widely recognized brand name. When we use Coke as a synonym for cola products, or Kleenex to mean tissue, we reinforce the power of these brands. It is no surprise, then, that companies with established brand names protect and nurture them, and that companies without brand names continuously strive to build them. Many have theorized about the most effective way to establish a popular brand. Seldom, however, have the owners of the world's leading brands given their views on the subject. In this volume, successful brand owners reveal their own views on the power and importance of brand names.

Senior executives from major international companies such as Coca-Cola, Nestle, Guinness, and Mercedes-Benz get at the heart of what it takes to create, manage, and protect brand names. Coming from a variety of perspectives, the sum of the contributions offers a blueprint for the aspiring brand owner. Further analysis from academics, management consultants and marketing experts rounds out this comprehensive study.

Product Details

ISBN-13:
9780814779651
Publisher:
New York University Press
Publication date:
12/01/1994
Pages:
271
Product dimensions:
6.00(w) x 9.00(h) x 0.86(d)

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