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Brands in the balance : meeting the challenges to commercial identity / Kevin Drawbaugh

By: Drawbaugh, Kevin.
Publisher: London : Reuters, 2001Description: viii, 278 p., [16] p. of plates : ill. (some col.), ports. (some col.) ; 25 cm.ISBN: 0273650351.Subject(s): Brand choice | Brand name productsDDC classification: 658.827
Contents:
Foreword. - Acknowledgements. - Introduction. Jumping on the brand wagon. - Pt. 1. Brands In The Marketplace. 1. World of trouble : Coca-Cola and the global brand. 2. Pro patria : Ricard and the national brand. 3. Next door neighbour : Leinenkugel's and the regional brand. 4. Judo tactics : easyJet and the underdog brand. 5. Bulldozers to boots : Caterpillar and brand extension. 6. One trick pony : Heineken and brand consistency. 7. Traditional values : Cadbury and the brand family. 8. A brand too far: Columbia/HCA and the limits of brands. - Pt. 2. Brands In The Company. 9. Store wars: Kellogg and private-label brands. 10. Puzzle master : LVMH and the brand Portfolio. 11. Judgement day : Unilever and brand disposal. 12. Shall the twain meet? Diageo and brands in mergers. 13. Household word : 3M and brand trademarks. 14. Debits and credits : Ranks Hovis and brand valuation. 15. Back from the brink: Gucci and brand rescue. - Pt. 3. Brands On The Internet. 17. To the web born : Yahoo! and the e-brand. 18. To the web born 2 : ShopSmart and the e-brand. - Pt. 4. Brands In Society. 19. Under fire : Shell and the brand in crisis. 20. Pushing the limits: Disney and the mega-brand. - Conclusion. Branding for humanity. - Bibliography. - Index.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 1, TierNo 5, BayNo 4

 658.827 DRA (Browse shelf) 1 Available SOMAC,37000,03,CL 5000037659

Foreword. - Acknowledgements. - Introduction. Jumping on the brand wagon. - Pt. 1. Brands In The Marketplace. 1. World of trouble : Coca-Cola and the global brand. 2. Pro patria : Ricard and the national brand. 3. Next door neighbour : Leinenkugel's and the regional brand. 4. Judo tactics : easyJet and the underdog brand. 5. Bulldozers to boots : Caterpillar and brand extension. 6. One trick pony : Heineken and brand consistency. 7. Traditional values : Cadbury and the brand family. 8. A brand too far: Columbia/HCA and the limits of brands. - Pt. 2. Brands In The Company. 9. Store wars: Kellogg and private-label brands. 10. Puzzle master : LVMH and the brand Portfolio. 11. Judgement day : Unilever and brand disposal. 12. Shall the twain meet? Diageo and brands in mergers. 13. Household word : 3M and brand trademarks. 14. Debits and credits : Ranks Hovis and brand valuation. 15. Back from the brink: Gucci and brand rescue. - Pt. 3. Brands On The Internet. 17. To the web born : Yahoo! and the e-brand. 18. To the web born 2 : ShopSmart and the e-brand. - Pt. 4. Brands In Society. 19. Under fire : Shell and the brand in crisis. 20. Pushing the limits: Disney and the mega-brand. - Conclusion. Branding for humanity. - Bibliography. - Index.