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Best practice cases in branding : lessons from the world's strongest brands

By: Keller, Kevin Lane, 1956-
Material type: BookPublisher: Upper Saddle River, NJ : Pearson/Prentice-Hall, c2008.Edition: 3rd ed.Description: 382 p. : ill. ; 23 cm.ISBN: 9780131888654Program: MARK980Other title: Lessons from the world's strongest brands.Subject(s): Branding (Marketing) -- Management -- Case studies | Brand name products -- Management -- Case studies | Business names -- Management -- Case studies | Advertising -- Case studies | Marketing -- Case studies
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Item type Current location Call number Status Date due Barcode Item holds Course reserves
3 DAY LOAN Main Collection 658.872 KE BE (Browse shelf) Available T0037227
CRS Closed Reserve 658.872 KE BE (Browse shelf) Checked out 06/04/2017 T0037225

MARK980 Autumn19

REGULAR Main Collection 658.872 KE BE (Browse shelf) Available T0037226
Total holds: 0

Intel: building a technology brand -- got milk? branding a commodity -- General Electric: branding in business-to-business -- Red Bull: building brand equity in non-traditional ways -- MTV: Building brand resonance -- Nike: building a global brand -- iPod: creating an iconic brand -- DuPont: managing a corporate brand -- Dockers: creating a sub-brand -- Nivea: Managing a multi-category brand -- Yahoo!: managing an online brand -- American Express: managing a financial services brand -- Starbucks: managing a high growth brand -- Snapple: revitalizing a brand -- Accenture: rebranding a global brand.


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