From brand vision to brand evaluation : the strategic process of growing and strengthening brands /
De Chernatony, L.
From brand vision to brand evaluation : the strategic process of growing and strengthening brands / Leslie de Chernatony. - 3rd edition. - Amsterdam ; London : Butterworth-Heinemann, 2010. - xvi, 376 p. : ill. ; 23 cm.
Previous ed.: Oxford: Butterworth-Heinemann, 2006.
Includes bibliographical references and index.
Presenting the reader with practical applications for brand enhancement, this work offers a framework for brand management, and provides a flowchart for progressing the brand building process from strategy through tactics to implementation.
Specialized.
9781856177733 (pbk.) : £29.99
Brand name products.
Trademarks.
Product management.
Business and Management.
Business and Management.
658.8'27
From brand vision to brand evaluation : the strategic process of growing and strengthening brands / Leslie de Chernatony. - 3rd edition. - Amsterdam ; London : Butterworth-Heinemann, 2010. - xvi, 376 p. : ill. ; 23 cm.
Previous ed.: Oxford: Butterworth-Heinemann, 2006.
Includes bibliographical references and index.
Presenting the reader with practical applications for brand enhancement, this work offers a framework for brand management, and provides a flowchart for progressing the brand building process from strategy through tactics to implementation.
Specialized.
9781856177733 (pbk.) : £29.99
Brand name products.
Trademarks.
Product management.
Business and Management.
Business and Management.
658.8'27