Value creation : the power of brand equity / William Neal, Ron Strauss.
By: Neal, William D. (William Douglas).
Contributor(s): Strauss, Ron (Ronald).
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| 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 |
Browsing SKOLKOVO Library Shelves , Shelving location: Shelves Close shelf browser
| HD69.B7 .L56 Brand sense : | HD69.B7 M67 The global corporate brand book / | HD69.B7 N33 Living brands : | HD69.B7 N36 Value creation : | HD69.B7 N42 Passion brands : | HD69.B7 P647 2012 Brand turnaround : | HD69.B7 .P749 Brand immortality : |
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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