From brand vision to brand evaluation : strategically building and sustaining brands

By:

de Chernatony, Leslie [Author]

Material type: Text

TextPublication details: Oxford : Butterworth & Co Ltd, 2001.Description: xv, 293 p. : illustrations (some color)ISBN:

750646144
9780750646147

Subject(s):

DDC classification:

658.827 DEC

Contents:

pt. 1. The Changed Notion of Brand Management -- 1. A balanced perspective on brands -- 2. The diverse interpretations of 'brand' -- pt. 2. Planning for Integrated Brands -- 3. A strategic process for building integrated brands -- pt. 3. Employing the Brand Building Process -- 4. Brand visioning -- 5. The importance of organisational culture on brands -- 6. Setting brand objectives -- 7. Auditing the brandsphere -- 8. Synthesising the nature of a brand -- 9. Implementing and resourcing brands -- 10. Brand evaluation.

Summary: The reader is presented with practical applications for the brand building process from strategy through to tactics and implementation.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Lending Books	Main Library Stacks	Reference	658.827 DEC (Browse shelf(Opens below))	Available		008511

Total holds: 0

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Previous	658.82 DEN Selling to Win: Tested Techniques for Closing the Sale	658.82 LAW Law's Grocer's Manual	658.827 From brand vision to brand evaluation : the strategic process of growing and strengthening brands	658.827 DEC From brand vision to brand evaluation : strategically building and sustaining brands	658.83 BEA Strategic market research : a guide to conducting research that drives businesses	658.83 BER Marketing Research	658.83 BER Marketing Research	Next

Includes index.

pt. 1. The Changed Notion of Brand Management --
1. A balanced perspective on brands --
2. The diverse interpretations of 'brand' --
pt. 2. Planning for Integrated Brands --
3. A strategic process for building integrated brands --
pt. 3. Employing the Brand Building Process --
4. Brand visioning --
5. The importance of organisational culture on brands --
6. Setting brand objectives --
7. Auditing the brandsphere --
8. Synthesising the nature of a brand --
9. Implementing and resourcing brands --
10. Brand evaluation.

The reader is presented with practical applications for the brand building process from strategy through to tactics and implementation.

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