From brand vision to brand evaluation: the strategic process of growing and strengthening brands

By:

Chernatony, Leslie de

Material type: Text

TextPublication details: New Delhi Routledge 2012Edition: 3rdDescription: xvi, 376 pISBN:

9781856177733

Subject(s):

Branding

DDC classification:

658.827 CHE

Summary: 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. (https://www.routledge.com/From-Brand-Vision-to-Brand-Evaluation/deChernatony/p/book/9781856177733?srsltid=AfmBOooq9avmpuXpjwkt107ReT4DCIouZmXKEXYm21VPg3fT2dY2BpQj)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.827 CHE (Browse shelf(Opens below))	1	Available		G00616

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Previous	658.827 CHA Retail marketing in the modern age	658.827 CHA The new emerging market multinationals: four strategies for disrupting markets and building brands	658.827 CHA Retail marketing in the modern age	658.827 CHE From brand vision to brand evaluation: the strategic process of growing and strengthening brands	658.827 DAV Brand asset management: driving profitable growth through your brands	658.827 DSO Brand magic: the art and science of creating successful brand	658.827 FOR Sustainable branding:	Next

Table of content:
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.
[https://www.routledge.com/From-Brand-Vision-to-Brand-Evaluation/deChernatony/p/book/9781856177733?srsltid=AfmBOooq9avmpuXpjwkt107ReT4DCIouZmXKEXYm21VPg3fT2dY2BpQj]

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.
(https://www.routledge.com/From-Brand-Vision-to-Brand-Evaluation/deChernatony/p/book/9781856177733?srsltid=AfmBOooq9avmpuXpjwkt107ReT4DCIouZmXKEXYm21VPg3fT2dY2BpQj)

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