Neal, William <br/><br/>
Value creation :  the power of brand equity / 
William Neal and Ron Strauss. 
 - Mason, Ohio :  South-Western Cengage Learning,  c2008. 
 - xiii, 353 p. :  ill. ;  24 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Acknowledgments -- 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. 
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<br/><br/><label>ISBN: </label>9781587992049 1587992043 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Brand name products--Valuation.<br/>Intangible property--Valuation.<br/>Brand loyalty.<br/>Branding (Marketing)--Management.
<br/><br/><label>LC Class. No.: </label>HD69  / .B7N43 2008