From brand vision to brand evaluation : strategically building and sustaining brands
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TextPublication details: Oxford : Butterworth & Co Ltd, 2001Description: xv, 293 p. : illustrations (some color)ISBN: 750646144 ; 9780750646147 Subject(s): Brand name products | Trademarks | Product managementDDC classification: 658.827 | Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
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Lending Books
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Main Library Stacks | Reference | 658.827 DEC (Browse shelf(Opens below)) | Available | 008511 |
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.
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