Brand Power

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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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Editorial Reviews

Booknews
Representatives from companies such as Coca-Cola, Nestle, Guiness, and Mercedes-Benz, as well as academics, management consultants, and marketing experts, reveal their views on the power and importance of creating, managing, and protecting brand names. Subjects include managing global brands, adding brand value, power branding in the automotive industry, franchising, and brands, culture, and business in Japan. Contains color and b&w photos. No index. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780814779651
  • Publisher: New York University Press
  • Publication date: 12/1/1994
  • Pages: 271
  • Product dimensions: 6.36 (w) x 9.44 (h) x 0.86 (d)

Meet the Author

Paul Stobart is a Director of Interbrand Group plc., a specialist in the field of brand and corporate name development, brand strategy, brand valuation and graphic design.

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Table of Contents

List of Figures
List of Illustrations
List of Plates
Acknowledgements
Notes on the Contributors
Preface
Introduction 1
1 The Importance of Brand Power 17
2 Creating Brand Power 33
3 The Management of Global Brands 53
4 The Importance of Market-Perceived Quality 65
5 Adding Brand Value 85
6 Power Branding in the Automotive Industry 103
7 The Emergence of Retail Brand Power 121
8 From Bulk to Brand 137
9 Franchising: How Brand Power Works 151
10 Protecting Power Brands 167
11 Brand-Based Strategy and Structure: The Scandinavian Experience 189
12 Assessing Brand Value 209
13 Brands, Culture and Business in Japan 225
14 Brand Power: The Future 241
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