Value creation the power of brand equity - Neal, William D. (William Douglas) 1943-; Strauss, Ron (Ronald) 1943-. (Australia South-Western Cengage Learning, 2008)
Acknowledgements -- Introduction -- The need -- What's the solution? -- What is a brand? what isn't? -- Brands as financial assets -- Value creation/value destruction -- The current state of brand measurement -- Understanding brand value and brand equity -- Brand loyalty and brand performance -- What is branding? -- Brand success profiles -- Values-based market segmentation -- Leveraging the brand value model and brand performance -- Salient lessons for marketing service providers -- The value creation process -- The solution -- Technical addendum -- Glossary -- Index.
Includes bibliographical references and index.
Keywords: Brand name products -- Valuation; Intangible property -- Valuation; Brand loyalty; Branding (Marketing) -- Management