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Best practice cases in branding : lessons from the world's strongest brands / Kevin Lane Keller.
Publication details: Upper Saddle River, NJ : Pearson/Prentice-Hall, c2008.Edition: 3rd edDescription: 382 p. : ill. ; 23 cmISBN:- 9780131888654 (pbk.) :
- 013188865X (pbk.) :
- Lessons from the world's strongest brands [Cover title]
- HD69.B7 K452 2008
Contents:
Intel: building a technology brand -- got milk? branding a commodity -- General Electric: branding in business-to-business -- Red Bull: building brand equity in non-traditional ways -- MTV: Building brand resonance -- Nike: building a global brand -- iPod: creating an iconic brand -- DuPont: managing a corporate brand -- Dockers: creating a sub-brand -- Nivea: Managing a multi-category brand -- Yahoo!: managing an online brand -- American Express: managing a financial services brand -- Starbucks: managing a high growth brand -- Snapple: revitalizing a brand -- Accenture: rebranding a global brand.
| Item type | Current library | Home library | Shelving location | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
Books
|
American University in Dubai | American University in Dubai | Main Collection | HD 69 .B7 (Browse shelf(Opens below)) | Available | 5067553 |
Includes bibliographical references (p. 382).
Edition statement from cover.
Intel: building a technology brand -- got milk? branding a commodity -- General Electric: branding in business-to-business -- Red Bull: building brand equity in non-traditional ways -- MTV: Building brand resonance -- Nike: building a global brand -- iPod: creating an iconic brand -- DuPont: managing a corporate brand -- Dockers: creating a sub-brand -- Nivea: Managing a multi-category brand -- Yahoo!: managing an online brand -- American Express: managing a financial services brand -- Starbucks: managing a high growth brand -- Snapple: revitalizing a brand -- Accenture: rebranding a global brand.
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