Strategic Brand Management
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions and thus improving the long-term profitability of specific brand strategies. Finely focused on how-to and why throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. Case studies will familiarize readers with the real-life stories of Levi's Dockers, Intel Corporation, Nivea, Nike, and Starbucks.
788 pages, 2 editions
English edition · First published 2003 by Prentice Hall · ISBN 9780130411501
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Editions
2 editions
English
- Strategic brand management · Prentice Hall · 2003 · ISBN 9780130411501 This page
Other (97881)
- Strategic Brand Management · 2002 · ISBN 9788120335400
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