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From Brand Vision to Brand Evaluation L.De Chernatony

From Brand Vision to Brand Evaluation By L.De Chernatony

From Brand Vision to Brand Evaluation by L.De Chernatony


$10.00
Condition - Very Good
Only 3 left

Summary

Presents the reader with applications for brand enhancement that build upon the theoretical background outlined in Creating Powerful Brands. This book provides a flowchart for progressing the brand building process from strategy through tactics to implementation. It examines each stage to demonstrate how it can be applied in a business context.

From Brand Vision to Brand Evaluation Summary

From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands by L.De Chernatony

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.

From Brand Vision to Brand Evaluation Reviews

This second edition is testimony to the fact that his brand models work in the real world of business. For any organisation that understands the importance of brands in creating sustainable shareholder value, this book is a must buy. Professor Malcolm McDonald Leslie's book is an excellent example of waiting for second editions which are still fresh, but market tested and polished. Buy it now for a comprehensive study of the process of building and sustaining brands. Tim Ambler, Senior Research Fellow at LBS Leslie has taken the opportunity in the Second Edition to refine his core ideas and expand his well proven model for brand building. John Murphy Founder of Interbrand and Chairman of St Peter's Brewery Professor de Chernatony has a series of useful exercises to help companies understand the difficult brand complex process of translating the brand's 'vision' into reality. Branding continues to evolve, and as long as it does there will be a need for a book like this. Tom Blackett, Deputy Chairman Interbrand This new edition of this highly successful, and authoritative, text will be welcomed by scholars and practitioners alike. Professor John M.T. Balmer, Bradford School of Management. This book provides an in-depth analysis of all the factors and processes that influence and lead towards building a successful brand. Those who believe they are responsible for managing their corporate brands (CEOs in particular) should put this book at the top of their reading list. Jim Northover, Chairman, Lloyd Northover This book has a cornucopia of models to work with that can turn theory into action. Wendy Gordon, Chairman of Acacia Avenue It helps you develop brands that unify brand's internal values with the tools that enhance its market position(ing). It certainly helps me (and my clients) to develop a brand formula and a story around it. Andrej Drapal, Partner, Pristop (Slovenia) Leslie de Chernatony treats this topic and its many facets comprehensively, full of valuable analytic insights and with a host of examples, not only from a marketing but also from an organisational perspective. An excellent contribution for all interested in brand management!

About L.De Chernatony

Leslie de Chernatony is Professor of Brand Marketing at Universita della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK. He is also Managing Partner of Brands Box Marketing and Research Consultancy.

Table of Contents

Dedication; Preface; About the author; 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

Additional information

GOR003073918
9780750667494
0750667494
From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands by L.De Chernatony
Used - Very Good
Paperback
Taylor & Francis Ltd
20060301
320
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - From Brand Vision to Brand Evaluation