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Author:

Keller, Kevin Lane, 1956-

Title:

Best practice cases in branding : lessons from the world's strongest brands / Kevin Lane Keller.

Edition:

3rd ed.

Publisher:

Pearson/Prentice-Hall,

Copyright Date:

c2008

Description:

382 p. : ill. ; 23 cm.

Subject:

Branding (Marketing)--Management--Case studies.
Brand name products--Management.--Case studies.
Business names--Management--Case studies.
Advertising.--Case studies.
Marketing.--Case studies.

Notes:

Edition statement from cover. Includes bibliographical references (p. 382)

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.

ISBN:

9780131888654
013188865X

OCLC:

(OCoLC)155694450

Locations:

USUX851 -- Iowa State University - Parks Library (Ames)