From brand vision to brand evaluation : the strategic process of growing and strengthening brands / Leslie de Chernatony.
Material type:
TextPublication details: Amsterdam ; London : Butterworth-Heinemann, 2010Edition: 3rd editionDescription: xvi, 376 p. : illISBN: 9780080966649 (ebook)Subject(s): Brand name products | Trademarks | Product management | Business and Management | Sales & marketing | Business & Management | Management & management techniques | Industry & industrial studiesGenre/Form: Online access: Click here to access online Also available in printed form ISBN 9781856177733Summary: 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. 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.
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Electronic publication | Electronic publication | Available |
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. 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.
Also available in printed form ISBN 9781856177733
Electronic reproduction. Askews and Holts. Mode of access: World Wide Web.
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