From Brand Vision to Brand EvaluationFrom Brand Vision to Brand Evaluation



Presenting the reader with practical applications for brand enhancement, this book helps to understand the implement strategies to strengthen brands.

Author: Leslie De Chernatony

Publisher: Elsevier

ISBN: 9780750667494

Category:

Page: 318

View: 955

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. It will * Presents a highly developed and practical model for brand building and growth * Uses a step by step approach and flow chart to demonstrate how each stage can be applied in business * Based on successful and acclaimed first edition, and a related title- Creating Powerful Brands by the same author team.

From Brand Vision to Brand EvaluationFrom Brand Vision to Brand Evaluation



This is the book that will take students to the next level with the skills to develop and implement their own branding strategy.

Author: Leslie de Chernatony

Publisher: Routledge

ISBN: 9781136439933

Category:

Page: 392

View: 359

Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without knowing how branding works. This is THE key scholarly text in this crucial topic, an already hugely respected title and big seller in the field. It follows on from the introductory textbook Creating Powerful Brands, and comes highly illustrated with real examples of influential marketing campaigns. This is the book that will take students to the next level with the skills to develop and implement their own branding strategy.

From Brand Vision to Brand EvaluationFrom Brand Vision to Brand Evaluation



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 ...

Author: Leslie De Chernatony

Publisher:

ISBN: 0750667494

Category:

Page: 293

View: 950

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 Science and Art of BrandingThe Science and Art of Branding



Chernatomy, L.D. 2001. From Brand Vision to Brand Evaluation. Oxford, UK: Butterworth Heinemann. Davis, S. 1995. Brand Asset Management. San Francisco: Jossey-Bass. Franzen, G., and M. Bouwman. 2001. The Mental World of Brands.

Author: Giep Franzen

Publisher: Routledge

ISBN: 9781317454670

Category:

Page: 558

View: 570

This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.

Creating Powerful BrandsCreating Powerful Brands



This is the third edition of one of world's most respected and successful books on branding.

Author: Leslie de Chernatony

Publisher: Routledge

ISBN: 9781136413612

Category:

Page: 484

View: 419

This is the third edition of one of world's most respected and successful books on branding. Written by an internationally acclaimed branding expert and author of From Brand Vision to Brand Evaluation, it has been comprehensively revised and updated with a raft of new cases and examples. The book gives the professional and the student a deep understanding of the functioning and management of the modern brand and contains: * Powerful analysis of new areas such as e-branding and e-marketing * A completely new set of advertising and brand images to illustrate key points * A powerful analysis of the key drivers of brand value There can be no doubt that the power of brands in the international marketplace is still growing, and that Creating Powerful Brands, third edition, can explain both why and how they work.

Creating Powerful Brands in Consumer Service and Industrial MarketsCreating Powerful Brands in Consumer Service and Industrial Markets



This is the third edition of one of world's most respected and successful books on branding.

Author: Leslie De Chernatony

Publisher: Routledge

ISBN: 9780750659802

Category:

Page: 467

View: 199

This is the third edition of one of world's most respected and successful books on branding. Written by an internationally acclaimed branding expert and author of From Brand Vision to Brand Evaluation, it has been comprehensively revised and updated with a raft of new cases and examples. The book gives the professional and the student a deep understanding of the functioning and management of the modern brand and contains: * Powerful analysis of new areas such as e-branding and e-marketing * A completely new set of advertising and brand images to illustrate key points * A powerful analysis of the key drivers of brand value There can be no doubt that the power of brands in the international marketplace is still growing, and that Creating Powerful Brands, third edition, can explain both why and how they work. * Comprehensive coverage of brand management * Applications orientated, yet grounded on solid theory * Frameworks organizing the principles of brand building

Branding BundleBranding Bundle



The books included are From Brand Vision to Brand Evaluation by De Chernatony and Creating Powerful Brands by De Chernatony and Malcolm McDonald, best-selling texts from leading authors.

Author: Leslie de Chernatony

Publisher: Butterworth-Heinemann

ISBN: 0750683163

Category:

Page:

View: 135

In one single pack you can find a wealth of resources on branding in the Branding Bundle. The books included are From Brand Vision to Brand Evaluation by De Chernatony and Creating Powerful Brands by De Chernatony and Malcolm McDonald, best-selling texts from leading authors.

Event ManagementEvent Management



From a branding perspective , one of the key values that events have is the media that they can generate for the destination . ... From brand vision to brand evaluation : Strategically building and sustaining brands .

Author:

Publisher:

ISBN: PSU:000054998810

Category:

Page:

View: 968