From Brand Vision to Brand Evaluation (3rd Ed.) The Strategic Process of Growing and Strengthening Brands
Auteur : de Chernatony Leslie
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.
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.
Leslie de Chernatony is Professor of Brand Marketing at the University of Lugano, Switzerland; Honorary Professor of Brand Marketing at Aston University, UK and Managing Partner at Brands Box Marketing and Research Consultancy.
"From Brand Vision to Brand Evaluation is an easily digestible textbook that describes all the important stages of the brand management process. It is full of visual demonstrations, exercises and applicable advice. The additional videos are both helpful and motivating. Students get a perfect introduction into the thrilling topic and multiple facets of brand management. Practitioners receive a step-by-step checklist to increase their brand ' s value. In contrast to many other books, the author does not just explain brand strategies, he is teaching the reader how to implement them successfully. Professor de Chernatony underlines his position as one of the world'sleading academics in brand management. There is no question about it: this book is a must for every student, practitioner and researcher."
Christian Becker, Journal of Brand Management
Date de parution : 09-2015
15.2x22.9 cm
Date de parution : 03-2010
Ouvrage de 400 p.
Disponible chez l'éditeur (délai d'approvisionnement : 14 jours).
Prix indicatif 40,57 €
Ajouter au panierThèmes de From Brand Vision to Brand Evaluation :
Mots-clés :
team; brands; values; sustain; promise; objectives; audit; brandsphere; building; corporate; Brand Citizenship Behaviour; Pop Star; Brand’s Team; Brand Pyramid; Young Man; Long Term Brand Objective; Brand Essence; Brand Relationship; Brand Vision; Competing Values Framework; Brand Building Process; Brand Objectives; Brand Promise; Services Brands; Delivery System; De Chernatony; Brand Planning Process; Market Cube; Brand Positioning Statement; American Stock Exchanges; Low Involvement Brand; Brand Personality; Brand Mantra; Catalytic Mechanism; Brand Evaluation