TY  - BOOK
AU  - Neal,William
AU  - Strauss,Ron
TI  - Value creation: the power of brand equity 
SN  - 9781587992049
AV  - HD69 .B7N43 2008
PY  - 2008///
CY  - Mason, Ohio
PB  - South-Western Cengage Learning
KW  - Brand name products
KW  - Valuation
KW  - Intangible property
KW  - Brand loyalty
KW  - Branding (Marketing)
KW  - Management
N1  - Includes bibliographical references and index; 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; Marketing & International Business
ER  -