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.
"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",
Acknowledgements - Notes on Contributors - Preface - Introduction; P.Stobart - The Importance of Brand Power; D.R.Keogh - Creating Brand Power; Sir A.Tennant - The Management of Global Brands; C.Pagano - The Importance of Market-perceived Quality; B.Gale - Adding Brand Value; Sir A.Sheppard - Power Branding in the Automotive Industry; W.Niefer - The Emergence of Retail Brand Power; T.Leahy - From Bulk to Brand; N.Polla - Franchising: How Power Branding works; L.Benetton - Protecting Power Brands; G.Partoyan - Brand-based Strategy and Structure, the Scandinavian Experience; C.Dahlman - Assessing Brand Value; M.Birkin