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From brand vision to brand evaluation [electronic book] : the strategic process of growing and strengthening brands / Leslie de Chernatony.

By: Contributor(s): Material type: TextTextPublication details: Amsterdam ; Boston ; London : Butterworth-Heinemann, 2010.Edition: 3rd edDescription: xvi, 376 p. : ill. ; 23 cmISBN:
  • 1856177734
  • 9781856177733
Subject(s): Genre/Form: Additional physical formats: No titleOnline resources:
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.
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.
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Enhanced descriptions from Syndetics:

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.

Previous ed.: 2006.

Includes bibliographical references and index.

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.

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.

Electronic reproduction. Amsterdam : Elsevier Science & Technology, 2010. Mode of access: World Wide Web. System requirements: Web browser. Title from title screen (viewed on Apr. 28, 2010). Access may be restricted to users at subscribing institutions.

Table of contents provided by Syndetics

  • Preface (p. ix)
  • About the author (p. xv)
  • Part 1 The Changed Notion of Brand Management (p. 1)
  • 1 A Balanced Perspective on Brands (p. 3)
  • 2 The Diverse Interpretations of "Brand" (p. 29)
  • Part 2 Planning for Integrated Brands (p. 79)
  • 3 A Strategic Process for Building Integrated Brands (p. 81)
  • Part 3 Employing the Brand-building Process (p. 111)
  • 4 Brand Visioning (p. 113)
  • 5 The Importance of Organisational Culture on Brands (p. 157)
  • 6 Setting Brand Objectives (p. 193)
  • 7 Auditing the Brandsphere (p. 213)
  • 8 Synthesising the Nature of a Brand (p. 257)
  • 9 Implementing and Resourcing Brands (p. 293)
  • 10 Brand Evaluation (p. 349)
  • References (p. 361)
  • Index (p. 371)

Author notes provided by Syndetics

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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