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

By: Chernatony, Lealie deMaterial type: Text

TextPublication details: Oxon Routledge 2012Edition: English : 3rd edDescription: xvi, 376 pages : illustrationsISBN: 9781856177733 ; 1856177734Subject(s): Brand name products | Trademarks | Product managementDDC classification: 658.827 |

Contents:

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.

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. * 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.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Lending Books	Main Library Stacks	Reference	658.827 (Browse shelf(Opens below))	Available		013805

Total holds: 0

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Previous	658.82 CUM Sales Promotion: How to Create and Implement Campaigns that Really Work	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	Next

Includes index

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.

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