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

By: de Chernatony, Leslie [Author]Material type: TextTextPublication 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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Lending Books Lending Books Main Library
Stacks 		Reference 658.827 DEC (Browse shelf(Opens below)) Available 008511
Total holds: 0

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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