Brand Power

by Paul Stobart

Overview

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.

Product Details

ISBN-13:	9780814779651
Publisher:	New York University Press
Publication date:	12/01/1994
Pages:	271
Product dimensions:	6.00(w) x 9.00(h) x 0.86(d)

About the Author

Paul Stobart is Director of Interbrand Group plc., a specialist in the field of brand and corporate name development, brand strategy, brand valuation and graphic design.

Table of Contents

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

Editorial Reviews

Representatives from companies such as Coca-Cola, Nestle, Guiness, and Mercedes-Benz, as well as academics, management consultants, and marketing experts, reveal their views on the power and importance of creating, managing, and protecting brand names. Subjects include managing global brands, adding brand value, power branding in the automotive industry, franchising, and brands, culture, and business in Japan. Contains color and b&w photos. No index. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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