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From Brand Vision to Brand Evaluation
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Artikel-Nr:
9781138128583
Veröffentl:
2015
Erscheinungsdatum:
04.09.2015
Seiten:
376
Autor:
Leslie De Chernatony
Gewicht:
701 g
Format:
236x156x30 mm
Sprache:
Englisch
Beschreibung:
Leslie de Chernatony is Professor of Brand Marketing at the University of Lugano, Switzerland; Honorary Professor of Brand Marketing at Aston University, UK and Managing Partner at Brands Box Marketing and Research Consultancy.
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.
Chapter 1: A balanced perspective on brands; Chapter 2: The diverse interpretations of "brand"; Chapter 3: A Strategic Process For Building Integrated Brands; Chapter 4: Brand Visioning; Chapter 5: The importance of organisational culture on brands; Chapter 6: Setting brand objectives; Chapter 7: Auditing the brandsphere; Chapter 8: Synthesising the nature of a brand; Chapter 9: Implementing and resourcing brands; Chapter 10: Brand evaluation; Chapter 11. Market driven branding.