Brand Power

By: Paul Stobart (Editor)

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Hardcover | 1 December 1994

At a Glance

Hardcover
271 Pages

Dimensions(cm)
24.77 x 16.51 x 1.91

Hardcover

RRP $193.00

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Every day each of us experiences the marketing power and influence of a widely recognized brand name. When we use Coke as a synonym for cola products, or Kleenex to mean tissue, we reinforce the power of these brands. It is no surprise, then, that companies with established brand names protect and nurture them, and that companies without brand names continuously strive to build them. Many have theorized about the most effective way to establish a popular brand. Seldom, however, have the owners of the world's leading brands given their views on the subject. In this volume, successful brand owners reveal their own views on the power and importance of brand names.
Senior executives from major international companies such as Coca-Cola, Nestle, Guinness, and Mercedes-Benz get at the heart of what it takes to create, manage, and protect brand names. Coming from a variety of perspectives, the sum of the contributions offers a blueprint for the aspiring brand owner. Further analysis from academics, management consultants and marketing experts rounds out this comprehensive study.

Industry Reviews

"Brings together a coherent and consistent body of literature on a topic that is often relegated to a single chapter or afterthought in similar books and edited volumes...."Adolescent Boys" challenges the limited and often skewed male images perpetuated by the media, superordinant male groupings, and Western men by giving voice to adolexcent boys growing up in diverse cultures of boyhood." -"Harvard Educational Review", "Empirical research on the lives and behavior of adolescent boys from a variety of ethnic and class backgrounds."-"The Chronicle", "The volume explores the experiences of boys who have been excluded from previous developmental research and also challenges the existing stereotypes about boys."-"NYU Today", "Way and Judy Chu have put together an excellent book on explorations into the lives of adolescent boys. The essays are rich in diversity, not only in the populations of boys studied, but also in research methodology and theoretical perspective."-"Choice",

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