Creating powerful brands in consumer, service, and industrial markets

By: Chernatony, Leslie DeContributor(s): McDonald, MalcolmMaterial type: TextTextSeries: 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 Reference Books Main Library
Reference 		Reference 658.827 (Browse shelf(Opens below)) Available 008187
Total holds: 0

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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