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The Resource From brand vision to brand evaluation : the strategic process of growing and strengthening brands, Leslie de Chernatony

From brand vision to brand evaluation : the strategic process of growing and strengthening brands, Leslie de Chernatony

Label
From brand vision to brand evaluation : the strategic process of growing and strengthening brands
Title
From brand vision to brand evaluation
Title remainder
the strategic process of growing and strengthening brands
Statement of responsibility
Leslie de Chernatony
Creator
Subject
Language
eng
Summary
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
Member of
Cataloging source
OPELS
http://library.link/vocab/creatorName
De Chernatony, L.
Dewey number
658.827
Illustrations
illustrations
Index
index present
LC call number
HD69.B7
LC item number
D43 2010
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/subjectName
  • Brand name products
  • Trademarks
  • Product management
Label
From brand vision to brand evaluation : the strategic process of growing and strengthening brands, Leslie de Chernatony
Instantiates
Publication
Note
Previous ed.: Oxford: Butterworth-Heinemann, 2006
Bibliography note
Includes bibliographical references and index
Contents
  • Preface
  • About the author
  • The Changed Notion of Brand Management
  • A Balanced Perspective on Brands
  • The Diverse Interpretations of "Brand"
  • Planning for Integrated Brands
  • A Strategic Process for Building Integrated Brands
  • Employing the Brand-building Process
  • Brand Visioning
  • The Importance of Organisational Culture on Brands
  • Setting Brand Objectives
  • Auditing the Brandsphere
  • Synthesising the Nature of a Brand
  • Implementing and Resourcing Brands
  • Brand Evaluation
  • References
  • Index
Control code
011246464
Dimensions
23 cm.
Edition
3rd ed.
Extent
xvi, 376 p.
Isbn
9781856177733
Other physical details
ill.
Label
From brand vision to brand evaluation : the strategic process of growing and strengthening brands, Leslie de Chernatony
Publication
Note
Previous ed.: Oxford: Butterworth-Heinemann, 2006
Bibliography note
Includes bibliographical references and index
Contents
  • Preface
  • About the author
  • The Changed Notion of Brand Management
  • A Balanced Perspective on Brands
  • The Diverse Interpretations of "Brand"
  • Planning for Integrated Brands
  • A Strategic Process for Building Integrated Brands
  • Employing the Brand-building Process
  • Brand Visioning
  • The Importance of Organisational Culture on Brands
  • Setting Brand Objectives
  • Auditing the Brandsphere
  • Synthesising the Nature of a Brand
  • Implementing and Resourcing Brands
  • Brand Evaluation
  • References
  • Index
Control code
011246464
Dimensions
23 cm.
Edition
3rd ed.
Extent
xvi, 376 p.
Isbn
9781856177733
Other physical details
ill.

Library Locations

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      Chatham Street, Liverpool, L7 7BD, GB
      53.403069 -2.963723
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