From Brand Vision to Brand Evaluation: Strategically Building and Sustaining Brands - Softcover

DeChernatony, Leslie

 
9780750646147: From Brand Vision to Brand Evaluation: Strategically Building and Sustaining Brands
Softcover
ISBN 10: 0750646144 ISBN 13: 9780750646147
Verlag: Butterworth-Heinemann, 2001

Inhaltsangabe

'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.

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Über die Autorin bzw. den Autor

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.

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Verlag
Butterworth-Heinemann
Erscheinungsdatum
2001
Sprache
Englisch
ISBN 10 
0750646144
ISBN 13 
9780750646147
Einband
Taschenbuch
Anzahl der Seiten
293
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar

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Vorgestellte Ausgabe

ISBN 10:  1856177734 ISBN 13:  9781856177733
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Softcover