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Palgrave Macmillan

Brand Power

  • Book
  • © 1994

Overview

Editors:
  1. Paul Stobart

    1. Interbrand Group Plc, UK

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Table of contents (15 chapters)

  1. Front Matter

    Pages i-xvi
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  2. Introduction

    • Paul Stobart
    Pages 1-16

  3. The Importance of Brand Power

    • Donald Keough
    Pages 17-32

  4. Creating Brand Power

    • Anthony Tennant
    Pages 33-52

  5. The Management of Global Brands

    • Camillo Pagano
    Pages 53-64

  6. The Importance of Market-Perceived Quality

    • Bradley Gale
    Pages 65-83

  7. Adding Brand Value

    • Allen Sheppard
    Pages 85-101

  8. Power Branding in the Automotive Industry

    • Werner Niefer
    Pages 103-119

  9. The Emergence of Retail Brand Power

    • Terry Leahy
    Pages 121-136

  10. From Bulk to Brand

    • Nicolò Polla
    Pages 137-150

  11. Franchising: How Brand Power Works

    • Luciano Benetton
    Pages 151-165

  12. Protecting Power Brands

    • Garo Partoyan
    Pages 167-187

  13. Brand-Based Strategy and Structure: The Scandinavian Experience

    • Carsten Dahlman
    Pages 189-208

  14. Assessing Brand Value

    • Michael Birkin
    Pages 209-223

  15. Brands, Culture and Business In Japan

    • Keijiro Nakabe
    Pages 225-240

  16. Brand Power: The Future

    • John Murphy
    Pages 241-255
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Keywords

About this book

An increasing number of the world's companies have come to recognise that their brands are of enormous value and that failure to maintain and support these important assets can lead to the failure of the company itself. Many in the world of marketing have commented on the power of individual brands and the value that they have in contributing to the financial well-being of a company. Seldom however have the owners of the world's leading brands been invited to give their views. This book gives brand owners the opportunity to put forward their own views on the power and importance of brands. Contributions from senior executives at Coca-Cola, Guinness, Nestle, Grand Metropolitan, Mercedes, BSN, Benetton, Tesco, Maruha and Mars cover subjects such as the importance of brand power and how to create, manage and value brand power and important contributions from academics, management consultants and marketing experts are also included.

Editors and Affiliations

  • Interbrand Group Plc, UK

    Paul Stobart

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