From Brand Vision to Brand Evaluation
The strategic process of growing and strengthening brands
- Leslie de Chernatony, Professor of Brand Marketing, Università della Svizzera italiana, Lugano, Switzerland and Aston Business School, UK.
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.
- Published: March 2010
- Imprint: BUTTERWORTH HEINEMANN
- ISBN: 978-1-85617-773-3
Table of Contents
Chapter 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.