Overview

Every day each of us experiences the marketing power and influence of a widely recognized brand name. When we use Coke as a synonym for cola products, or Kleenex to mean tissue, we reinforce the power of these brands. It is no surprise, then, that companies with established brand names protect and nurture them, and that companies without brand names continuously strive to build them. Many have theorized about the most effective way to establish a popular brand. Seldom, however, have the owners of the world's leading brands given their views on the subject. In this volume, successful brand owners reveal their own views on the power and importance of brand names. Senior executives from major international companies such as Coca-Cola, Nestle, Guinness, and Mercedes-Benz get at the heart of what it takes to create, manage, and protect brand names. Coming from a variety of perspectives, the sum of the contributions offers a blueprint for the aspiring brand owner. Further analysis from academics, management consultants and marketing experts rounds out this comprehensive study.

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9780814779651

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<p> Way and Judy Chu have put together an excellent book on explorations into the lives of adolescent boys. The essays are rich in diversity, not only in the populations of boys studied, but also in research methodology and theoretical perspective. - Choice ,

Way and Judy Chu have put together an excellent book on explorations into the lives of adolescent boys. The essays are rich in diversity, not only in the populations of boys studied, but also in research methodology and theoretical perspective. - Choice ,

Author Information

Paul Stobart is Director of Interbrand Group plc., a specialist in the field of brand and corporate name development, brand strategy, brand valuation and graphic design.

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