Leslie De Chernatony

From Brand Vision to Brand Evaluation (eBook, PDF)

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 392
• Erscheinungstermin: 15. Juli 2010
• Englisch
• ISBN-13: 9781136439940
• Artikelnr.: 38256952

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.