Value creation the power of brand equity

Prolog -- Introduction -- The need -- What's the solution? -- What is a brand? -- Brands as financial assets -- Value creation. Value destruction -- The current state of brand measurement -- Understanding brand value & brand equity -- Brand loyalty and brand performance -- What is branding?...

Ausführliche Beschreibung

Bibliographische Detailangaben

1. Verfasser:	Neal, William (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Mason, Ohio Texere South Western 2008
Schlagworte:	Brand name products / Valuation Intangible property / Valuation Brand loyalty Branding (Marketing) / Management
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