From brand vision to brand evaluation [electronic resource] : the strategic process of growing and strengthening brands / Leslie de Chernatony.
By: De Chernatony, L. (Leslie)
.
Contributor(s): ScienceDirect (Online service).
Publisher: Amsterdam ; Boston ; London : Butterworth-Heinemann, 2010Edition: 3rd ed.Description: 1 online resource (xvi, 376 p.) : ill.ISBN: 9781856177733; 1856177734.Subject(s): Brand name products | Trademarks | Product managementGenre/Form: Electronic books.Additional physical formats: No titleDDC classification: 658.827 Online resources: An electronic book accessible through the World Wide Web; click for information | Item type | Current location | Call number | Status | Notes | Date due | Barcode |
|---|---|---|---|---|---|---|
| Main Collection | Taylor's Library - Perpetual(TU) | 658.827 (Browse shelf) | e-book | SHTEx,70002,03,CL,PPT |
Browsing Taylor's Library-TU Shelves Close shelf browser
| 658.823 PRE 2010 Press kits design and packaging / | 658.823 SEA 2008 Seafood ecolabelling : | 658.8243 LEV 1999 Brands, consumers, symbols, & research : | 658.827 From brand vision to brand evaluation | 658.827 New technologies and branding / | 658.827 100 great branding ideas | 658.827 Brand-driven Innovation |
Previous ed.: 2006.
Includes bibliographical references and index.
Chapter 1: A balanced perspective on brands; Chapter 2: The diverse interpretations of "brand"; Chapter 3: A Strategic Process For Building Integrated Brands; Chapter 4: Brand Visioning; Chapter 5: The importance of organisational culture on brands; Chapter 6: Setting brand objectives; Chapter 7: Auditing the brandsphere; Chapter 8: Synthesising the nature of a brand; Chapter 9: Implementing and resourcing brands; Chapter 10: Brand evaluation; Chapter 11. Market driven branding.
Electronic reproduction. Amsterdam : Elsevier Science & Technology, 2010. Mode of access: World Wide Web. System requirements: Web browser. Title from title screen (viewed on Apr. 28, 2010). Access may be restricted to users at subscribing institutions.