From brand vision to brand evaluation : the strategic process of growing and strengthening brands
Author(s)
Bibliographic Information
From brand vision to brand evaluation : the strategic process of growing and strengthening brands
Elsevier/Butterworth Heinemann, 2006
2nd ed
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Note
Previous ed.: 2001
Includes bibliographical references and index
Description and Table of Contents
Description
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.
Table of Contents
- 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
by "Nielsen BookData"
