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Creating powerful brands in consumer, service, and industrial markets

By: Chernatony, Leslie DeContributor(s): McDonald, MalcolmMaterial type: Text

TextSeries: CIM professionalPublication details: Boston : Butterworth-Heinemann, 1998Edition: 2nd edDescription: xiii, 430 pages : illustrationsISBN: 9780750622400; 0750622407 Subject(s): Brand name products -- PlanningDDC classification: 658.827

Contents:

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.

Summary: 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.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Reference Books	Main Library Reference	Reference	658.827 (Browse shelf(Opens below))	Available		008187

Total holds: 0

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Previous	658.812 WOO Customer Communications 1999-2000	658.82 BLY Marketing Communication	658.82 FIL Marketing Communications: Engagements, Strategies and Practice	658.827 Creating powerful brands in consumer, service, and industrial markets	658.827 ELL Strategic brand management /	658.827 GOB Emotional branding : the new paradigm for connecting brands to people	658.827 KEL Strategic brand management : building, measuring, and managing brand equity	Next

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.

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