Creating Powerful Brands (CIM Professional Development) - Softcover

Chernatony, L.De; McDonald, Malcolm

Softcover

ISBN 10: 0750622407 ISBN 13: 9780750622400

Verlag: Butterworth-Heinemann Ltd, 1998

Inhaltsangabe

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.

Über diesen Titel

Críticas

'If I had one book on brands to take with me to a marketing desert island it would be this one. The authors enthusiasm for, and knowledge of brands is jam-packed between these covers.'
Nick Kendall, Bartle Bogle Hegarty Ltd

'An Encyclopedic guide to understanding and managing brands relevant to both business and academic readers, thorough, pragmatic and packed with examples'
Linda Caller, International Planning Director, Ogilvy & Mather

'A modern "must have" for the intelligent and well-read brand manager. The key messages resonate within today's rapidly changing business environment even more powerfully than in 1992 when the first edition was published.'
Darrel James, Director of Consumer Markets Consulting, KPMG

'Anyone who has an interest in the factors crucial for success in the increasingly important field of brand development and stewardship should read it.'
Simon Luke, Director, Interbrand Newell and Sorrell

'This practical, well-structured book provides the reader with a clear, well-researched analysis of brands, their importance and how they are best managed. Whilst the book is rich in practical examples, these examples are all embedded within a carefully constructed framework...I thoroughly recommend it to all students and practitioners of brands and the branding process.'
John M. Murphy, Chairman, St Peter's Brewery

Superb! This book is an oasis of clarity in a sea of broken promises and half truths about branding. Read this book and do it.'
Professor John Saunders, Head, Aston Business School

Reseña del editor

The success of Creating Powerful Brands has led to the preparation of this fully revised and updated second edition which retains all the strengths of the original book enhanced by the latest examples and best practice.

The powerful and expert analysis of key elements of branding gives the reader:
* A comprehensive coverage of brand management
* An applications orientated approach grounded on solid theory
* A set of unique frameworks for organizing the principles of brand building

Students on MBA, BA and Professional Development courses as well as practitioners will find this an essential guide when developing more effective brand strategies.

Comprehensive coverage of brand management
Applications orientated, yet grounded on solid theory
Frameworks organizing the principles of brand building

Details zur Ausgabe

• Verlag: Butterworth-Heinemann Ltd
• Erscheinungsdatum: 1998
• Sprache: Englisch
• ISBN 10: 0750622407
• ISBN 13: 9780750622400
• Einband: Tapa blanda
• Anzahl der Seiten: 384
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar