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| CREATING POWERFUL BRANDS
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 To order this title, and for more information, click here
Third Edition
By
Leslie de Chernatony, Professor of Brand Marketing, Birmingham University Business School, UK.
Malcolm McDonald, Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK
Description
This is the third edition of one of world's most respected and successful books on branding. Written by an internationally acclaimed branding
expert and author of From Brand Vision to Brand Evaluation, it has been comprehensively revised and updated with a raft of new
cases and examples.
The book gives the professional and the student a deep understanding of the functioning and management of the modern
brand and contains:
* Powerful analysis of new areas such as e-branding and e-marketing
* A completely new set of advertising and
brand images to illustrate key points
* A powerful analysis of the key drivers of brand value
There can be no doubt that the power
of brands in the international marketplace is still growing, and that Creating Powerful Brands, third edition, can explain both
why and how they work.
Audience
Undergraduates, postgraduates and executive (MBA) courses; CIM Diploma, professionals.
Contents
Foundations 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.
| Bibliographic details |
Paperback, 496 pages, publication date: SEP-2003
ISBN-13: 978-0-7506-5980-2
ISBN-10: 0-7506-5980-7
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 41.95
USD 47.95
GBP 27.99
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Books and book related electronic products are priced in US dollars (USD), euro (EUR), and Great Britain Pounds (GBP). USD prices apply to the Americas and Asia Pacific. EUR prices apply in Europe and the Middle East. GBP prices apply to the UK and all other countries.
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Last update: 27 Sep 2008
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