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Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for d
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Type: BOOK - Published: 2013-03-05 - Publisher: University of Pennsylvania Press
The branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightn
Language: en
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Pages: 276
Type: BOOK - Published: 2005 - Publisher: Kogan Page Publishers
"A triumph...the definitive work on the subject. Should be obligatory reading for academics and practitioners alike." Simon Anholt, Chairman, Earthspeak, and au
Language: en
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Pages: 356
Type: BOOK - Published: 2016-02-11 - Publisher: Springer
This second edition of the bestselling Asian Brand Strategy takes a look at how Asian brands continue to gain share-of-voice and share-of-market. Featuring a us
Language: en
Pages: 264
Pages: 264
Type: BOOK - Published: 2015-03-02 - Publisher: Routledge
Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand? This book offers a wa
