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Value creation : the power of brand equity / William Neal, Ron Strauss.
Material type:
TextReference number: 2007050294Publication details: Mason, Ohio : South-Western Cengage Learning, c2008. Description: xiii, 353 p. : ill. ; 24 cmISBN: 9781587992049; 1587992043Subject(s): Brand name products -- Valuation | Intangible property -- Valuation | Brand loyalty | Branding (Marketing) -- ManagementDDC classification: 658.8/27 LOC classification: HD69.B7 | N36 2008Online resources: Table of contents only
Contents:
Acknowledgements -- Introduction -- The need -- What's the solution? -- What is a brand? what isn't? -- Brands as financial assets -- Value creation/value destruction -- The current state of brand measurement -- Understanding brand value and brand equity -- Brand loyalty and brand performance -- What is branding? -- Brand success profiles -- Values-based market segmentation -- Leveraging the brand value model and brand performance -- Salient lessons for marketing service providers -- The value creation process -- The solution -- Technical addendum -- Glossary -- Index.
| Item type | Current library | Class number | Copy number | Status | Date due | Barcode | Item reservations | |
|---|---|---|---|---|---|---|---|---|
Book
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Main Library General Shelves | HD69.B7 N36 (Browse shelf(Opens below)) | 1 | Available | 2000001716 |
Total reservations: 0
Includes bibliographical references and index.
Acknowledgements -- Introduction -- The need -- What's the solution? -- What is a brand? what isn't? -- Brands as financial assets -- Value creation/value destruction -- The current state of brand measurement -- Understanding brand value and brand equity -- Brand loyalty and brand performance -- What is branding? -- Brand success profiles -- Values-based market segmentation -- Leveraging the brand value model and brand performance -- Salient lessons for marketing service providers -- The value creation process -- The solution -- Technical addendum -- Glossary -- Index.
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