000			01972nam a2200229 a 4500
020			_a9781856177733
020			_a1856177734
082			_a658.827
082			_bCHE
100			_aChernatony, Lealie de
245			_aFrom brand vision to brand evaluation : the strategic process of growing and strengthening brands
250			_aEnglish : 3rd ed
260			_aOxon _bRoutledge _c2012
300			_a xvi, 376 pages : _b illustrations
500			_aIncludes index
505			_aChapter 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.
520			_aSeeing 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.
650			_aBrand name products.
650			_aTrademarks.
650			_aProduct management.
942			_cBK
999			_c41622 _d41622