TY  - BOOK
AU  - Keller,Kevin Lane
TI  - Best practice cases in branding: lessons from the world's strongest brands 
SN  - 013188865X
AV  - HD69.B7 K452 2008
U1  - 658.827 22
PY  - 2008///]
CY  - Upper Saddle River, N.J.
PB  - Pearson/Prentice-Hall
KW  - Branding (Marketing)
KW  - Management
KW  - Case studies
KW  - Brand name products
KW  - Business names
KW  - Advertising
KW  - Marketing
N1  - 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
ER  -