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Value creation : the power of brand equity / William Neal, Ron Strauss.

By: Neal, William D. (William Douglas), 1943-.
Contributor(s): Strauss, Ron (Ronald), 1943-.
Publisher: Mason, Ohio : South-Western Cengage Learning, c2008Description: xiii, 353 p. : ill. ; 24 cm.ISBN: 9781587992049; 1587992043.Subject(s): Brand name products -- Valuation | Intangible property -- Valuation | Brand loyalty | Branding (Marketing) -- ManagementDDC classification: 658.8/27 Online 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.
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Item type Current location Call number Copy number Status Date due Barcode Item holds
Book SKOLKOVO Library
Shelves 		HD69.B7 N36 (Browse shelf) 1 Available 2000001716
Total holds: 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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