TY  - BOOK
AU  - de Chernatony, Leslie ;
TI  - From brand vision to brand evaluation : strategically building and sustaining brands
SN  - 750646144 
U1  - 658.827 
PY  - 2001///
CY  - Oxford
PB  - Butterworth & Co Ltd
KW  - Brand name products
KW  - Trademarks
KW  - Product management
N1  - 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
N2  - The reader is presented with practical applications for the brand building process from strategy through to tactics and implementation
ER  -