From Brand Vision to Brand Evaluation

From Brand Vision to Brand Evaluation

by Leslie De Chernatony

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Product Details

ISBN-13: 9780750646147
Publisher: Taylor & Francis
Publication date: 05/28/2001
Pages: 320
Product dimensions: 6.11(w) x 9.18(h) x 0.74(d)

About the Author

Leslie de Chernatony is Professor of Brand Marketing at Universita della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK. He is also Managing Partner of Brands Box Marketing and Research Consultancy.

Table of Contents

A balanced perspective on brands; The diverse interpretations of 'brand'; A strategic process for building integrated brands; Brand visioning; The importance of organizational culture on brands; Setting brand objectives; Auditing the brandsphere; Synthesising the nature of a brand; Implementing and resourcing brands; Brand evaluation.

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