De Chernatony, Leslie 1953-
From brand vision to brand evaluation : the strategic process of growing and strengthening brands / Leslie de Chernatony. - 2nd ed. - Oxford : Butterworth-Heinemann, 2006. - xviii, 318 p., [20] p. of plates : ill. (some col.) ; 24 cm.
Previous ed.: 2001.
Includes bibliographical references and index.
"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."--BOOK JACKET.
9780750683166 (pbk.) 0750667494 (pbk.) 9780750667494 (pbk.)
Brand name products.
Trademarks.
Product management.
658.827 / DEC
From brand vision to brand evaluation : the strategic process of growing and strengthening brands / Leslie de Chernatony. - 2nd ed. - Oxford : Butterworth-Heinemann, 2006. - xviii, 318 p., [20] p. of plates : ill. (some col.) ; 24 cm.
Previous ed.: 2001.
Includes bibliographical references and index.
"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."--BOOK JACKET.
9780750683166 (pbk.) 0750667494 (pbk.) 9780750667494 (pbk.)
Brand name products.
Trademarks.
Product management.
658.827 / DEC