Brand power / edited by Paul Stobart.
| Other author | Stobart, Paul. |
| Format | Book |
| Publication Info | Washington Square, N.Y. : New York University Press, ©1994. |
| Description | xvi, 255 pages, 24 unnumbered pages of plates : illustrations (some color) ; 25 cm |
| Subjects |
| Contents | The importance of brand power / Donald Keough -- Creating brand power / Anthony Tennant -- The management of global brands / Camillo Pagano -- The importance of market-perceived quality / Bradley Gale -- Aadding brand value / Allen Sheppard -- Power branding in the automotive industry / Werner Niefer -- The emergence of retail brand power / Terry Leahy -- From bulk to brand / Nicolo Polla -- Franchising: how brand power works / Luciano Benetton -- Protecting power brands / Garo Partoyan -- Brand-based strategy and structure: the scandinavian experience / Carsten Dahlman -- |
| Contents | Assessing brand value / Michael Birkin -- Brands, culture and business in Japan / Keijiro Nakabe -- Brand power: the future / John Murphy. |
| LCCN | 94022778 |
| ISBN | 0814779654 |