000			01368nam a2200217 a 4500
999			_c38198 _d38198
020			_a9780750622400
020			_a0750622407
082			_a658.827 _bDEC
100			_aChernatony, Leslie De
245			_aCreating powerful brands in consumer, service, and industrial markets
250			_a2nd ed.
260			_aBoston : _bButterworth-Heinemann, _c1998.
300			_axiii, 430 pages : _billustrations ;
490			_aCIM professional.
500			_aIncludes index
505			_aFoundations 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.
520			_aMany 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.
650			_aBrand name products -- Planning.
700			_aMcDonald, Malcolm
942			_cREF