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Best practice cases in branding : lessons from the world's strongest brands / Kevin Lane Keller.

By: Material type: TextTextPublisher: Upper Saddle River, N.J. : Pearson/Prentice-Hall, [2008]Copyright date: ©2008Edition: Third editionDescription: 382 pages : illustrations ; 23 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 013188865X
  • 9780131888654
Other title:
  • Lessons from the world's strongest brands
Subject(s): DDC classification:
  • 658.827 22
LOC classification:
  • HD69.B7 K452 2008
Contents:
Intel: building a technology brand -- got milk? branding a commodity -- General Electric: branding in business-to-business -- Red Bull: building brand equity in non-traditional ways -- MTV: Building brand resonance -- Nike: building a global brand -- iPod: creating an iconic brand -- DuPont: managing a corporate brand -- Dockers: creating a sub-brand -- Nivea: Managing a multi-category brand -- Yahoo!: managing an online brand -- American Express: managing a financial services brand -- Starbucks: managing a high growth brand -- Snapple: revitalizing a brand -- Accenture: rebranding a global brand.
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Includes bibliographical references (page 382).

Intel: building a technology brand -- got milk? branding a commodity -- General Electric: branding in business-to-business -- Red Bull: building brand equity in non-traditional ways -- MTV: Building brand resonance -- Nike: building a global brand -- iPod: creating an iconic brand -- DuPont: managing a corporate brand -- Dockers: creating a sub-brand -- Nivea: Managing a multi-category brand -- Yahoo!: managing an online brand -- American Express: managing a financial services brand -- Starbucks: managing a high growth brand -- Snapple: revitalizing a brand -- Accenture: rebranding a global brand.

Machine converted from AACR2 source record.

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