Table Of Contents :

Case 1. Intel: Building a Technology Brand
Case 2. got milk? Branding a Comodity
Case 3. General Electric: Branding in Business-to-Business
Case 4. Red Bull: Building Brand Equity in Non-Traditional Ways
Case 5. MTV: Building Brand Resonance
Case 6. Nike: Building a Global Brand
Case 7. iPod: Creating an Iconic Brand
Case 8. DuPont: Managing a Multy-Category Brand
Case 9. Dockers: Creating a Sub-Brand
Case 10. Nivea: Managing a Multy-Category Brand
Case 11. Yahoo!: Managing an Online Brand
Case 12. American Express: Managing a Financial Service Brand
Case 13. Starbucks: Managing a High Growth Brand
Case 14. Snapple: Revitalizing a Brand
Case 15. Accenture: Rebranding a Global Brand