The strategic process of growing and strengthening brands To order this title, and for more information, click here Second Edition
By Leslie de Chernatony, Professor of Brand Marketing, Birmingham University Business School, UK.
Description The second edition of From Brand Vision to Brand Evaluation presents the reader with practical applications for brand enhancement
that build upon the theoretical background outlined in Creating Powerful Brands, a hugely successful text co-written by the author.
The first edition has been used by marketing and brand practitioners, as well as students of marketing, around the world to help them
understand and implement strategies to strengthen brands. The powerful model at the core of the book is based on wide consultancy and
research with companies and provides a unique framework for brand management.
It provides a flowchart for progressing the brand building
process from strategy through tactics to implementation. Each stage in the flow process is examined to demonstrate how it can be applied
in a real business context. The book provides an authoritative template for understanding the steps to maintaining, building and maximizing
brand value.
The best practice will therefore be allied to templates that allow people to undertake appropriate activity within their
company. It will
Audience
Undergraduate and graduate options in Branding
Brand managers and professionals
CIM members and CIM branding SIG members
CIM Postgrad Dip students.
Contents Dedication; Preface; About the author; Chapter 1: A balanced perspective on brands; Summary; Why the interest in brands?; A balanced perspective
on brands; Successful branding through bridging the external promise internally; Staff and brand building; Multi-faceted nature of brands;
Structuring to manage brands; Conclusions; Checklist; Further reading; Chapter 2: The diverse interpretations of ?brand?; Summary; Spectrum
of brand interpretations; Input perspectives on brand interpretations; Output perspectives on brand interpretations; Time perspective
on brand interpretations; Facilitating a company wide integrated view about the brand; Conclusions; Checklist; Further reading; Chapter
3: A Strategic Process For Building Integrated Brands; Summary; The importance of integrated branding programmes; Models to enhance integrated
branding; Striving for integrated services brands; Striving for integrated digital brands; Developing integrated brands through understanding
employees? motivations; The stages in building and sustaining brands; Conclusions; Checklists; Further reading; Chapter 4: Brand Visioning;
Summary; The brand?s vision; Envisioned future; Brand purpose; Identifying a brand?s purpose; Brand values; Identifying a brand?s values;
Core vs peripheral values; Aligning brand and staff values; Conclusion; Checklist; Further reading; Chapter 5: The importance of organisational
culture on brands; Summary; The link between organisational culture and branding; Perspectives on organisational culture; Defining and
measuring organizational culture; Auditing organisational culture; Appropriateness of the organisational culture; One or several organisational
cultures?; Striving for a merged unified culture; Strengthening a brand through organisational culture; The impact of organisational
culture on brand performance; Conclusions; Cecklists; Further reading; Chapter 6: Setting brand objectives; Summary; Long and short term
brand objectives; Long term brand objectives; Short term brand objectives; Catalytic mechanisms; Conclusions; Checklists; Further reading;
Chapter 7: Auditing the brandsphere; Summary; The five forces; The corporation; Distributors; Customers, (1) End consumers, (2) Business
to business customers; Competitors; Macro-environment; Summarising the impact of the five forces; Conclusions; Checklist; Further reading;
Chapter 8: Synthesising the nature of a brand; Summary; The shape of the promise; Understanding the brand essence through the brand
pyramid; Alternative perspectives on brand essence; Models characterising brands; From brand essence to brand positioning; Enabling staff
to appreciate the brand positioning; From brand essence to brand personality; Assessing a brand's personality; Conclusions; Checklist;
Further reading; Chapter 9: Implementing and resourcing brands; Summary; Structuring to deliver the brand with its unique mix of resources;
Internal considerations about the value chain; Mechanistic internal implementation considerations; Mechanistic implementation for services
brand; Humanistic internal implementation considerations; Importance of values in internal implementation considerations; The issue of
empowerment as an internal implementation consideration; Relationships as an internal implementation issue; Enabling staff to build stronger
relationships supported by technology; Arriving at the final form of the brand; The atomic model of the brand; Distinctive name and sign
of ownership; Functional capabilities; Service component; Risk reducer component; Legal protection component; Shorthand notation component;
Symbolic feature component; The integrated brand; Conclusions; Checklist; Further reading; Chapter 10: Brand evaluation; Summary; Multi-dimensional
evaluation; Brand vision; Organisational culture; Brand objectives; Brand essence; Implementation and brand resourcing; Summarising the
brand's health; Conclusion; Checklist; Further reading
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The strategic process of growing and strengthening brands
