Creating powerful brands in consumer, service, and industrial markets

Chernatony, Leslie De

Creating powerful brands in consumer, service, and industrial markets - 2nd ed. - Boston : Butterworth-Heinemann, 1998. - xiii, 430 pages : illustrations ; - CIM professional. .

Includes index

Foundations of brand management --
Why it is important to create powerful brands --
Understanding the branding process --
Brand management in different sectors --
How consumers choose brands --
How consumer brands satisfy social and psychological needs --
Business to business branding --
Service brands --
Retailers issues in branding --
Winning the brands battle --
How powerful brands beat competitors --
The challenge of developing and sustaining added values --
Brand planning --
Brand evaluation.

Many managers view branding incorrectly as an adjunct to promotion or as an issue relating to design. This work is intended to cut through the mystery surrounding branding and help the development of brand strategies for long-term corporate growth.

9780750622400 0750622407


Brand name products -- Planning.

658.827 / DEC

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