de Chernatony Creating Powerful Brands

4. Auflage 2010
ISBN: 978-1-136-44519-4
Verlag: Taylor & Francis
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 496 Seiten

This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns.

Bullets:

• Summarises the latest thinking and best practice in the domain of branding

• All new real marketing campaigns show how branding theories are implemented in practice

• Brought right up to date with a clear European and UK focus

Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.

Autoren/Hrsg.

de Chernatony, Leslie

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

1. Why it is important to create powerful brands 2. Understanding the branding process 3. How consumers choose brands 4. How consumer brands satisfy social and psychological needs 5. Business to business branding 6. Service brands 7. Retailer issues in branding 8. Brands on the internet 9. How powerful brands beat competitors 10. The challenge of developing and sustaining added values 11. Brand planning 12. Brand evaluation