From brand vision to brand evaluation : strategically building and sustaining brands
de Chernatony, Leslie ;
From brand vision to brand evaluation : strategically building and sustaining brands - Oxford : Butterworth & Co Ltd, 2001. - xv, 293 p. : illustrations (some color) ;
Includes index.
pt. 1. The Changed Notion of Brand Management --
1. A balanced perspective on brands --
2. The diverse interpretations of 'brand' --
pt. 2. Planning for Integrated Brands --
3. A strategic process for building integrated brands --
pt. 3. Employing the Brand Building Process --
4. Brand visioning --
5. The importance of organisational culture on brands --
6. Setting brand objectives --
7. Auditing the brandsphere --
8. Synthesising the nature of a brand --
9. Implementing and resourcing brands --
10. Brand evaluation.
The reader is presented with practical applications for the brand building process from strategy through to tactics and implementation.
750646144 9780750646147
Brand name products.
Trademarks.
Product management.
658.827 / DEC
From brand vision to brand evaluation : strategically building and sustaining brands - Oxford : Butterworth & Co Ltd, 2001. - xv, 293 p. : illustrations (some color) ;
Includes index.
pt. 1. The Changed Notion of Brand Management --
1. A balanced perspective on brands --
2. The diverse interpretations of 'brand' --
pt. 2. Planning for Integrated Brands --
3. A strategic process for building integrated brands --
pt. 3. Employing the Brand Building Process --
4. Brand visioning --
5. The importance of organisational culture on brands --
6. Setting brand objectives --
7. Auditing the brandsphere --
8. Synthesising the nature of a brand --
9. Implementing and resourcing brands --
10. Brand evaluation.
The reader is presented with practical applications for the brand building process from strategy through to tactics and implementation.
750646144 9780750646147
Brand name products.
Trademarks.
Product management.
658.827 / DEC