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Incorporating the latest industry thinking and developments, this
exploration of brands, brand equity, and strategic brand management
combines a comprehensive theoretical foundation with numerous
techniques and practical insights for making better day-to-day and
long-term brand decisions -- and thus improving the long-term
profitability of specific brand strategies. Finely focused on
"how-to" and "why" throughout, it provides specific tactical
guidelines for planning, building, measuring, and managing brand
equity. It includes numerous examples on virtually every topic and
over 75 Branding Briefs that identify successful and unsuccessful
brands and explain why they have been so. Case studies will
familiarize readers with the real-life stories of Levi's Dockers,
Intel Corporation, Nivea, Nike, and Starbucks.
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Nadine Gordimer
Paperback
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R398
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Discovery Miles 3 300
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