Leslie de Chernatony (Universita della Svizzera italiana, Lugano, S

From Brand Vision to Brand Evaluation

• Broschiertes Buch

Produktbeschreibung

Following on from the introductory textbook "Creating Powerful Brands", this title is illustrated with real examples of influential marketing campaigns. It takes students to the next level with the skills to develop and implement their own branding strategy. It can help managers develop successful brand strategies.

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Produktdetails

• Verlag: Routledge / Taylor & Francis
• Artikelnr. des Verlages: Y129572
• 3. Aufl.
• Seitenzahl: 394
• Erscheinungstermin: 18. März 2010
• Englisch
• Abmessung: 229mm x 152mm x 21mm
• Gewicht: 570g
• ISBN-13: 9781856177733
• ISBN-10: 1856177734
• Artikelnr.: 28715884

Autorenporträt

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.

Inhaltsangabe

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.

Rezensionen

'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

'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