TY  - BOOK
AU  - Chernatony, Leslie De 
AU  - McDonald,  Malcolm 
TI  - Creating powerful brands in consumer, service, and industrial markets
T2  - CIM professional
SN  - 9780750622400
U1  - 658.827 
PY  - 1998///
CY  - Boston : 
PB  - Butterworth-Heinemann, 
KW  - Brand name products -- Planning
N1  - Includes index; Foundations of brand management --
Why it is important to create powerful brands --
Understanding the branding process --
Brand management in different sectors --
How consumers choose brands --
How consumer brands satisfy social and psychological needs --
Business to business branding --
Service brands --
Retailers issues in branding --
Winning the brands battle --
How powerful brands beat competitors --
The challenge of developing and sustaining added values --
Brand planning --
Brand evaluation
N2  - Many managers view branding incorrectly as an adjunct to promotion or as an issue relating to design. This work is intended to cut through the mystery surrounding branding and help the development of brand strategies for long-term corporate growth
ER  -