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Creating Powerful Brands 3rd Edition by Leslie de Chernatony, Malcolm McDonald 9781417507849 1417507845

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Creating powerful brands in consumer service and industrial markets 3rd ed Edition Leslie De Chernatony Digital Instant Download

Author(s): Leslie de Chernatony, Leslie de Chernatony, Malcolm McDonald
ISBN(s): 9781417507849, 1417507845
Edition: 3rd ed
File Details: PDF, 6.79 MB
Year: 2003
Language: english
SKU: EB-5395548 Category: Tags: ,

Creating powerful brands 3rd Edition by Leslie de Chernatony, Malcolm McDonald – Ebook PDF Instant Download/Delivery: 9781417507849, 1417507845

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Product details:

ISBN 10: 1417507845

ISBN 13: 9781417507849

Author: Leslie de Chernatony, Malcolm McDonald

This is the third edition of one of world’s most respected and successful books on branding. Written by an internationally acclaimed branding expert and author of “From Brand Vision to Brand Evaluation”, it has been comprehensively revised and updated with a raft of new cases and examples. The book gives the professional and the student a deep understanding of the functioning and management of the modern brand and contains: powerful analysis of new areas such as e-branding and e-marketing; a completely new set of advertising and brand images to illustrate key points; and, a powerful analysis of the key drivers of brand value. There can be no doubt that the power of brands in the international marketplace is still growing, and that “Creating Powerful Brands”, third edition, can explain both why and how they work. It includes comprehensive coverage of brand management. It is applications orientated, yet grounded on solid theory. There are frameworks organizing the principles of brand building.

Table of contents:

Part One: Foundations of Brand Management
CHAPTER 1 Why it is important to create powerful brands
CHAPTER 2 Understanding the branding process

Part Two: Brand Management in Different Sectors
CHAPTER 3 How consumers choose brands
CHAPTER 4 How consumer brands satisfy social and psychological needs
CHAPTER 5 Business to business branding
CHAPTER 6 Service brands
CHAPTER 7 Retailer issues in branding
CHAPTER 8 Brands on the Internet

Part Three: Winning the Brands Battle
CHAPTER 9 How powerful brands beat competitors
CHAPTER 10 The challenge of developing and sustaining added values
CHAPTER 11 Brand planning
CHAPTER 12 Brand evaluation

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Tags: Leslie de Chernatony, Malcolm McDonald, Creating, powerful