From brand vision to brand evaluation : strategically building and sustaining brands
著者
書誌事項
From brand vision to brand evaluation : strategically building and sustaining brands
（Chartered Institute of Marketing/Butterworth-Heinemann marketing series）
Butterworth Heinemann, 2001
大学図書館所蔵 件 / 全13件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
注記
"Published in association with the Chartered Institute of Marketing"
Includes bibliographical references and index
内容説明・目次
内容説明
'From Brand Vision to Brand Value' presents the reader with practical applications for brand building that build upon the theoretical background outlined in 'Creating Powerful Brands', a hugely successful text co-written by the author. It moves beyond the foundation material in that preliminary text to construct a flow chart for progressing the brand building process from strategy through tactics to implementation. Each stage in the flow process is examined to demonstrate how it can be applied in a real business context. The book provides an authoritative template for understanding the steps to maintaining, building and maximizing brand value. The best practice will therefore be allied to templates that allow people to undertake appropriate activity within their company. It will be essential reading for practitioners, students and executive courses.
目次
- 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.
「Nielsen BookData」 より