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From Brand Vision to Brand Evaluation. Edition No. 3
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
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
Contents:
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.
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.
Author
de Chernatony, Leslie.
Leslie de Chernatony is Professor of Brand Marketing at Universita della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK. He is also Managing Partner of Brands Box Marketing and Research Consultancy.
Leslie de Chernatony is Professor of Brand Marketing at Universita della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK. He is also Managing Partner of Brands Box Marketing and Research Consultancy.
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