From Brand Vision to Brand Evaluation
Routledge – 2010 – 376 pages
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.
'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
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.
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