Best practice cases in branding: lessons from the world's strongest brands
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle Rivers, NJ
Pearson Education
2008
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| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 382 S. graph. Darst. |
| ISBN: | 9780131888654 013188865X |
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Datensatz im Suchindex
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| adam_text | Titel: Best practice cases in branding
Autor: Keller, Kevin Lane
Jahr: 2008
Table of Contents
Preface.............................................vii
Biography ..........................................xii
Case 1 Intel: Building a Technology Brand........................1
Case 2 got milk? Branding a Commodity........................29
Case 3 General Electric: Branding in Business-to-Business...........55
Case 4 Red Bull: Building Brand Equity in Non-Traditional Ways.....73
Case 5 MTV: Building Brand Resonance.......................101
Case 6 Nike: Building a Global Brand .........................125
Case 7 iPod: Creating an Iconic Brand.........................153
Case 8 DuPont: Managing a Corporate Brand ...................175
Case 9 Dockers: Creating a Sub-Brand.........................197
Case 10 Nivea: Managing a Multi-Category Brand.................223
Case 11 Yahoo!: Managing an Online Brand......................249
Case 12 American Express: Managing a Financial Services Brand......275
Case 13 Starbucks: Managing a High Growth Brand ...............305
Case 14 Snapple: Revitalizing a Brand ..........................329
Case 15 Accenture: Rebranding a Global Brand...................353
|
| adam_txt |
Titel: Best practice cases in branding
Autor: Keller, Kevin Lane
Jahr: 2008
Table of Contents
Preface.vii
Biography .xii
Case 1 Intel: Building a Technology Brand.1
Case 2 got milk? Branding a Commodity.29
Case 3 General Electric: Branding in Business-to-Business.55
Case 4 Red Bull: Building Brand Equity in Non-Traditional Ways.73
Case 5 MTV: Building Brand Resonance.101
Case 6 Nike: Building a Global Brand .125
Case 7 iPod: Creating an Iconic Brand.153
Case 8 DuPont: Managing a Corporate Brand .175
Case 9 Dockers: Creating a Sub-Brand.197
Case 10 Nivea: Managing a Multi-Category Brand.223
Case 11 Yahoo!: Managing an Online Brand.249
Case 12 American Express: Managing a Financial Services Brand.275
Case 13 Starbucks: Managing a High Growth Brand .305
Case 14 Snapple: Revitalizing a Brand .329
Case 15 Accenture: Rebranding a Global Brand.353 |
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| edition | 3. ed. |
| format | Book |
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| index_date | 2024-07-02T20:35:13Z |
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| isbn | 9780131888654 013188865X |
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| spelling | Keller, Kevin Lane 1956- Verfasser (DE-588)132842920 aut Best practice cases in branding lessons from the world's strongest brands Kevin Lane Keller 3. ed. Upper Saddle Rivers, NJ Pearson Education 2008 382 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Branding Brands Cases Corporate branding Markenpolitik (DE-588)4144679-3 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Markenpolitik (DE-588)4144679-3 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016454275&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Best practice cases in branding lessons from the world's strongest brands |
| title_auth | Best practice cases in branding lessons from the world's strongest brands |
| title_exact_search | Best practice cases in branding lessons from the world's strongest brands |
| title_exact_search_txtP | Best practice cases in branding lessons from the world's strongest brands |
| title_full | Best practice cases in branding lessons from the world's strongest brands Kevin Lane Keller |
| title_fullStr | Best practice cases in branding lessons from the world's strongest brands Kevin Lane Keller |
| title_full_unstemmed | Best practice cases in branding lessons from the world's strongest brands Kevin Lane Keller |
| title_short | Best practice cases in branding |
| title_sort | best practice cases in branding lessons from the world s strongest brands |
| title_sub | lessons from the world's strongest brands |
| topic | Branding Brands Cases Corporate branding Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Branding Brands Cases Corporate branding Markenpolitik Fallstudiensammlung |
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