Neal, William D. 1943-
Value creation : the power of brand equity / William Neal, Ron Strauss. - Mason, Ohio : South-Western Cengage Learning, c2008. - xiii, 353 p. : ill. ; 24 cm.
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.
9781587992049 1587992043
2007050294
Brand name products--Valuation.
Intangible property--Valuation.
Brand loyalty.
Branding (Marketing)--Management.
HD69.B7 / N36 2008
658.8/27
Value creation : the power of brand equity / William Neal, Ron Strauss. - Mason, Ohio : South-Western Cengage Learning, c2008. - xiii, 353 p. : ill. ; 24 cm.
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.
9781587992049 1587992043
2007050294
Brand name products--Valuation.
Intangible property--Valuation.
Brand loyalty.
Branding (Marketing)--Management.
HD69.B7 / N36 2008
658.8/27
