From Brand Vision to Brand Evaluation

3. Auflage 2010
ISBN: 978-1-85617-773-3
Verlag: Routledge

Buch, Englisch, 392 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 569 g

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.

Zielgruppe

Professional Practice & Development

Autoren/Hrsg.

De Chernatony, Leslie

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

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.

Über Autor(innen)

Leslie de Chernatony is Professor of Brand Marketing atthe University of Lugano, Switzerland; Honorary Professor of Brand Marketing at Aston University, UKand Managing Partner at Brands Box Marketing and Research Consultancy.