Value creation
Subtitle: the power of brand equity
By: William D. Neal, Ron Strauss.
Contributors: Strauss, Ron 1943-
Publisher: Cincinnati, Ohio
Published: 2007
Place of publication: Texere
Language: eng
Subjects: Brand name products -- Valuation; Intangible property -- Valuation; Brand loyalty; Branding (Marketing) -- Management
Notes: Includes index.
Table of contents: title: Prolog; title: Introduction; title: The need; title: What's the solution?; title: What is a brand?; title: Brands as financial assets; title: Value creation. Value destruction; title: The current state of brand measurement; title: Understanding brand value & brand equity; title: Brand loyalty and brand performance; title: What is branding?; title: Brand success profiles; title: Values-based market segmentation; title: Leveraging the brand value model; title: Salient lessons for marketing service providers; title: Implementing the brand process; title: The solution; title: Appendix: Brand value modeling technical addendum; title: Glossary of terms.