Creating powerful brands

Bibliographic Information

Creating powerful brands

Leslie de Chernatony, Malcolm McDonald and Elaine Wallace

Routledge, 2013, c2011

4th ed

  • : pbk

Available at  / 1 libraries

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Note

Includes bibliographical references and index

Description and Table of Contents

Description

This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns. In this influential textbook, de Chernatony, McDonald & Wallace * Summarise the latest thinking and best practice in the domain of branding * Show how branding theories are implemented in practice with all new real marketing campaigns * Bring the story up-to-date with a clear European focus Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.

Table of Contents

1. Why it is important to create powerful brands 2. Understanding the branding process 3. How consumers choose brands 4. How consumer brands satisfy social and psychological needs 5. Business to business branding 6. Service brands 7. Retailer issues in branding 8. Brands on the internet 9. How powerful brands beat competitors 10. The challenge of developing and sustaining added values 11. Brand planning 12. Brand evaluation

by "Nielsen BookData"

Details

  • NCID
    BC16409146
  • ISBN
    • 9781856178495
  • Country Code
    uk
  • Title Language Code
    eng
  • Text Language Code
    eng
  • Place of Publication
    London
  • Pages/Volumes
    xxv, 483 p.
  • Size
    24 cm
  • Classification
  • Subject Headings
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