CiNii 図書 - From brand vision to brand evaluation : the strategic process of growing and strengthening brands

The second edition of "From Brand Vision to Brand Evaluation" presents the reader with practical applications for brand enhancement that build upon the theoretical background outlined in "Creating Powerful Brands", a hugely successful text co-written by the author. The first edition has been used by marketing and brand practitioners, as well as students of marketing, around the world to help them understand and implement strategies to strengthen brands. The powerful model at the core of the book is based on wide consultancy and research with companies and provides a unique framework for brand management. It provides a flowchart 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.

Dedication
Preface
About the author
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

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From brand vision to brand evaluation : the strategic process of growing and strengthening brands

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大学図書館所蔵全4件

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