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

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  • Edition: 1st
  • Format: Paperback
  • Copyright: 2003-01-01
  • Publisher: Prentice Hall
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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.

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