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

Chernatony, L.De

Couverture souple

ISBN 10 : 0750646144 ISBN 13 : 9780750646147

Editeur : Butterworth-Heinemann Ltd, 2001

Synopsis

'From Brand Vision to Brand Value' presents the reader with practical applications for brand building that build upon the theoretical background outlined in 'Creating Powerful Brands', a hugely successful text co-written by the author. It moves beyond the foundation material in that preliminary text to construct a flow chart 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 be essential reading for practitioners, students and executive courses.

A propos du livre

À propos de l?auteur

Professor of Brand Marketing and Director of Brand Management Research Unit at Open University Business School. Graduated from University of Kent with a first in Physics. Eight years in the Marketing departments of FMCG and business to business firms then transferred to University sector. Completed PhD in Branding at City University Business School. Numerous publications on brand management in European and American journals and consultant to firms seeking more effective brand strategy.

Détails de l'édition

• Éditeur: Butterworth-Heinemann Ltd
• Date d'édition: 2001
• Langue: anglais
• ISBN 10: 0750646144
• ISBN 13: 9780750646147
• Reliure: Broché
• Nombre de pages: 320
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible