Best Practice Cases in Branding : Lessons from the World's Strongest Brands

by Keller, Kevin

• ISBN13: 9780131411333
• ISBN10: 0131411330
• Edition: 1st
• Format: Paperback
• Copyright: 2003-01-01
• Publisher: Prentice Hall

Summary

The twelve cases in this book, written by Kevin Lane Keller, one of the international leaders in the study of strategic brand management and integrated marketing communications, feature some of the world's most successful brands and companies, including Levi Strauss & Co., Intel, Nike, and DuPont. Keller's cases examine the strategic brand management process, best practice guidelines, and how to best build and manage brand equity. For executives and managers in marketing and/or brand management. This book is suggested for use withStrategic Brand Management, 2e, also by Kevin Lane Keller and published by Prentice Hall.

Table of Contents

Levi Strauss and Co. Creating a Sub-Brand

Intel Corporation Branding an Ingredient

The California Milk Processor Board Branding a Commodity

Red Bull Building Brand Equity in New Ways

MTV Building a Brand Resonance

Nike Building a Global Brand

DuPont Managing a Corporate Brand

Nivea Managing a Brand Hierarchy

Starbucks Corporation Managing a High Growth Brand

Yahoo! Managing an Internet Brand

Snapple Revitalizing a Brand

Accenture Rebranding and Repositioning a Global Brand

Table of Contents provided by Publisher. All Rights Reserved.