From Brand Vision to Brand Evaluation
The strategic process of growing and strengthening brandsBy
- Leslie de Chernatony, Professor of Brand Marketing, Università della Svizzera italiana, Lugano, Switzerland and Aston Business School, UK.
Published: March 2010
Imprint: Butterworth Heinemann
"From Brand Vision to Brand Evaluationis an easily digestible textbook that describes all the important stages of the brand management process. It is full of visual demonstrations, exercises and applicable advice. The additional videos are both helpful and motivating. Students get a perfect introduction into the thrilling topic and multiple facets of brand management. Practitioners receive a step-by-step checklist to increase their brand â s value. In contrast to many other books, the author does not just explain brand strategies; he is teaching the reader how to implement them successfully. Professor de Chernatony underlines his position as one of the worldâsleading academics in brand management. There is no question about it: this book is a must for every student, practitioner and researcher." Christian Becker, Journal of Brand Management