Brand Power - Hardcover

Hardcover

ISBN 10: 0333570138 ISBN 13: 9780333570135

Verlag: Palgrave Macmillan, 1994

Inhaltsangabe

An increasing number of the world's companies have come to recognise that their brands are of enormous value and that failure to maintain and support these important assets can lead to the failure of the company itself. Many in the world of marketing have commented on the power of individual brands and the value that they have in contributing to the financial well-being of a company. Seldom however have the owners of the world's leading brands been invited to give their views. This book gives brand owners the opportunity to put forward their own views on the power and importance of brands. Contributions from senior executives at Coca-Cola, Guinness, Nestle, Grand Metropolitan, Mercedes, BSN, Benetton, Tesco, Maruha and Mars cover subjects such as the importance of brand power and how to create, manage and value brand power and important contributions from academics, management consultants and marketing experts are also included.

Details zur Ausgabe

• Verlag: Palgrave Macmillan
• Erscheinungsdatum: 1994
• Sprache: Englisch
• ISBN 10: 0333570138
• ISBN 13: 9780333570135
• Einband: Gebundene Ausgabe
• Anzahl der Seiten: 296
• Herausgeber: Stobart Paul
• Kontakt zum Hersteller: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Tiergartenstr. 17; Heidelberg; 69121; Deutschland