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From Brand Vision To Brand Evaluation "The Strategic Process Of Growing And Strengthening Brands"

The Strategic Process Of Growing And Strengthening Brands

From Brand Vision To Brand Evaluation "The Strategic Process Of Growing And Strengthening Brands". The Strategic Process Of Growing And Strengthening Brands

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  • ISBN:9781856177733
  • Editorial: Elsevier Science Publishers
  • Fecha de la edición:
  • Número de la edición: 3
  • Encuadernación:
  • Dimensiones: 0 cm x 0 cm
  • Nº Pág.:392
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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. It is a highly anticipated new edition from THE brand guru. Managers are developing successful brand strategies using earlier editions. There are extensive teaching aids accompanying the book to download online. You can spend less.

Pt. 1 The Changed Notion of Brand Management 1
1 A Balanced Perspective on Brands 3
2 The Diverse Interpretations of "Brand" 29
Pt. 2 Planning for Integrated Brands 79
3 A Strategic Process for Building Integrated Brands 81
Pt. 3 Employing the Brand-building Process 111
4 Brand Visioning 113
5 The Importance of Organisational Culture on Brands 157
6 Setting Brand Objectives 193
7 Auditing the Brandsphere 213
8 Synthesising the Nature of a Brand 257
9 Implementing and Resourcing Brands 293
10 Brand Evaluation 349
References 361

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