Brand power

著者

• Stobart, Paul

書誌事項

Brand power

edited by Paul Stobart

New York University Press, c1994

内容説明・目次

内容説明

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.

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA26558341
• ISBN:
  • 0814779654
• LCCN: 94022778
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Washington Square, N.Y.
• ページ数/冊数: xvi, 255 p., [24] p. of plates
• 大きさ: 25 cm
• 分類:
  • LCC : HF5823
  • DC20 : 658.8/27
• 件名:
  • LCSH : Advertising -- Brand name products
  • LCSH : Brand name products -- Marketing