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COPYRIGHT © 2008 by Texere, an imprint of Cengage Learning/ South-Western, a part of The Cengage Learning Corporation. The Cengage trademark used herein is under license. Composed by: ICC Macmillan Inc. Printed in the United States of America by RR Donnelley—Crawfordsville 1 2 3 4 5 11 10 09 08 ISBN 10: 1-587-99204-3 ISBN 13: 978-1-587-99204-9 ALL RIGHTS RESERVED. No part of this work covered by the copyright hereon may be reproduced or used in any form or by any means—graphic, electronic, or mechanical, including photocopying, recording, taping, Web distribution, or information storage and retrieval systems, or in any other manner—without the written permission of the publisher. The names of all companies or products mentioned herein are used for identification purposes only and may be trademarks or registered trademarks of their respective owners. Texere disclaims any affiliation, association, connection with, sponsorship, or endorsements by such owners. Cengage Learning 5191 Natorp Boulevard Mason, Ohio 45040 USA
Library of Congress Cataloging-in-Publication Data Neal, William D. (William Douglas), 1943- Value Creation : The Power of Brand Equity/ William D. Neal, Ron Strauss. p. cm. Includes index. ISBN 1-58799-204-3 1. Brand name products—Valuation. 2. Intangible property—Valuation. 3. Brand loyalty. 4. Branding (Marketing)—Management. I. Strauss, Ron (Ronald), 1943- II. Title. HD69.B7N36 2007 658.8'27—dc22 2007050294 92043_92043_19_texere.indd 354 1/8/08 7:24:14 PM
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