From brand vision to brand evaluation : the strategic process of growing and strengthening brands (Record no. 41622)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01972nam a2200229 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9781856177733 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 1856177734 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.827 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Item number | CHE |
| 100 ## - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Chernatony, Lealie de |
| 245 ## - TITLE STATEMENT | |
| Title | From brand vision to brand evaluation : the strategic process of growing and strengthening brands |
| 250 ## - EDITION STATEMENT | |
| Edition statement | English : 3rd ed |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Oxon |
| Name of publisher | Routledge |
| Year of publication | 2012 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xvi, 376 pages : |
| Other physical details | illustrations |
| 500 ## - GENERAL NOTE | |
| General note | Includes index |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | 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. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | 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. * Highly anticipated new edition from THE brand guru. * Current edition has sold OVER 5,000 copies! * Managers are developing successful brand strategies using earlier editions. * Extensive teaching aids accompanying the book to download online. Spend less. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Brand name products. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Trademarks. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Product management. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Lending Books |
| Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|---|---|---|---|
| Reference | Main Library | Main Library | Stacks | 11/02/2014 | Donation | 7333.00 | 658.827 | 013805 | Lending Books |