Normal view MARC view ISBD view

From brand vision to brand evaluation : strategically building and sustaining brands

By: de Chernatony, Leslie [Author]Material type: Text

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

Contents:

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.

Summary: The reader is presented with practical applications for the brand building process from strategy through to tactics and implementation.

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings ( 1 )
Title notes ( 3 )
Comments ( 0 )
Images

Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Lending Books	Main Library Stacks	Reference	658.827 DEC (Browse shelf(Opens below))	Available		008511

Total holds: 0

Browsing Main Library shelves, Shelving location: Stacks, Collection: Reference Close shelf browser (Hides shelf browser)

Previous		No cover image available		No cover image available				Next
Previous	658.82 DEN Selling to Win: Tested Techniques for Closing the Sale	658.82 LAW Law's Grocer's Manual	658.827 From brand vision to brand evaluation : the strategic process of growing and strengthening brands	658.827 DEC From brand vision to brand evaluation : strategically building and sustaining brands	658.83 BEA Strategic market research : a guide to conducting research that drives businesses	658.83 BER Marketing Research	658.83 BER Marketing Research	Next

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.

There are no comments on this title.

to post a comment.

Click on an image to view it in the image viewer