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Brand Power - Paul Stobart

Brand Power

By: Paul Stobart (Editor)

Hardcover Published: 11th November 1994
ISBN: 9780333570135
Number Of Pages: 296

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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.

"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", "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", "Empirical research on the lives and behavior of adolescent boys from a variety of ethnic and class backgrounds."-"The Chronicle", "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

ISBN: 9780333570135
ISBN-10: 0333570138
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 296
Published: 11th November 1994
Publisher: SPRINGER VERLAG GMBH
Country of Publication: GB
Dimensions (cm): 23.39 x 15.6  x 1.75
Weight (kg): 0.59
Edition Number: 13