Pablo Fern?ndez. Valuation of brands and intellectual capital

Wiley, 1 edition, 259 pages, 2003. The unique ability of rock and roll to inspire fanatical support from its customers is undeniable; the loyalty showered upon the Rolling Stones, Elton John, Aerosmith, and others who create it, unmatched; and the lessons for corporate America, endless. In the past, business leaders have looked to the successes of other firms to guide their own strategies for increasing market share and capturing more consumer a...

Virtual University of Pakistan, 184 стр. Сборник лекций по бренд-менеджменту на английском языке. Understanding brands - intorduction. Brand manifestations/fundamentals. Brand challenges. Strategic brand management. Brand vision. Building brand vision. Brand picture. Brand persona. Brand contract. Brand based customer model. Positioning. Positioning -guiding principles. Brand extention. Line extention. Brand extention/diversification. Positioni...

Thom Braun. The Philosophy Of Branding - Great Philosophers Think Brands Publisher: Kogan Page Business Books (June 2004) Language: English ISBN-10: 0749441933 ISBN-13: 978-0749441937 176 pages Braun in this insightful branding book, provides a fresh look at branding from the minds of the great western philosophers. From Socrates to Aristotle to Kant, Braun gives the audience a look at how these philosophers would approach branding, their opin...

2006. Preface Getting your brand to work harder, to ensure that it makes its proper mark, isn’t just about money. Indeed, money may be the least of your problems. Getting brands to work on small budgets is more than possible; it is the norm. Hearing a professor of marketing say that branding was a waste of time unless you had ?10 million to spend was one of the impulses behind the writing of this book. Good branding takes a lot of good thinking....

AMACOM, 288 pages, 2003. "Leading brands and the intellectual property of successful organizations are increasingly falling victim to hostile tactics from unscrupulous businesses. Unwanted brand associations, product piracy, and other forms of online brand abuse threaten to alienate consumers and undermine the success of companies in every industry. Defending the Brand introduces strategies being used by companies around the world to fight back a...