From brand vision to brand evaluation
Subtitle: the strategic process of growing and strengthening brands
By: Leslie de Chernatony
Contributors: ScienceDirect (Online service)
Edition: 3rd ed.
Publisher: Butterworth-Heinemann
Published: 2010
Place of publication: Amsterdam; Boston; London
Language: eng
Format: [electronic resource] :
ISBN-13: 9781856177733
Subjects: Product management; Brand name products; Trademarks
Description: Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without knowing how branding works. This is THE key scholarly text in this crucial topic, an already hugely respected title and big seller in the field. It follows on from the introductory textbook Creating Powerful Brands, and comes highly illustrated with real examples of influential marketing campaigns. This is the book that will take students to the next level with the skills to develop and implement their own branding strategy. * Highly anticipated new edition from THE brand guru. * Current edition has sold OVER 5,000 copies! * Managers are developing successful brand strategies using earlier editions. * Extensive teaching aids accompanying the book to download online. Spend less.
Notes: Previous ed.: 2006.

Mode of access: World Wide Web.
Table of contents: title: Chapter 1: A balanced perspective on brands; Chapter 2: The diverse interpretations of "brand"; Chapter 3: A Strategic Process For Building Integrated Brands; Chapter 4: Brand Visioning; Chapter 5: The importance of organisational culture on brands; Chapter 6: Setting brand objectives; Chapter 7: Auditing the brandsphere; Chapter 8: Synthesising the nature of a brand; Chapter 9: Implementing and resourcing brands; Chapter 10: Brand evaluation; Chapter 11. Market driven branding.