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

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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.

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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)

Table of Contents

List of Figures
List of Illustrations
List of Plates
Acknowledgements
Notes on the Contributors
Preface
Introduction1
1The Importance of Brand Power17
2Creating Brand Power33
3The Management of Global Brands53
4The Importance of Market-Perceived Quality65
5Adding Brand Value85
6Power Branding in the Automotive Industry103
7The Emergence of Retail Brand Power121
8From Bulk to Brand137
9Franchising: How Brand Power Works151
10Protecting Power Brands167
11Brand-Based Strategy and Structure: The Scandinavian Experience189
12Assessing Brand Value209
13Brands, Culture and Business in Japan225
14Brand Power: The Future241

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