From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands

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Routledge, 2010 - Business & Economics - 376 pages
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Seeing 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

 

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Contents

Planning for Integrated Brands
78
Employing the Brandbuilding Process
111
References
360

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About the author (2010)

Leslie de Chernatony is Professor of Brand Marketing at the University of Lugano, Switzerl∧ Honorary Professor of Brand Marketing at Aston University, UK and Managing Partner at Brands Box Marketing and Research Consultancy.

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