Strategic Brand Management: Building, Measuring, and Managing Brand Equity
Books / Hardcover
Books › Business & Economics › Marketing › General
ISBN: 0131201158 / Publisher: Prentice-Hall, November 1997
A text for business administration students focusing on the use, creation, and measurement of brand...
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A text for business administration students focusing on the use, creation, and measurement of brand equity, defined as the marketing effects uniquely attributable to a brand name. Discusses a variety of marketing strategies from the point of view of branding and presents theories, models, and frameworks designed to provide managerial guidelines towards brand value creation. Includes appendixes detailing case studies of the creation of brand equity by companies such as Intel, Levi Strauss, Nivea, and Nike. Annotation c. by Book News, Inc., Portland, Or.
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