From Brand Vision to Brand Evaluation

From Brand Vision to Brand Evaluation

  • ISBN: 9780750667494
  • Availability: In Stock
  • ALL 2,300
  • Ex Tax: ALL 2,300

Author: Lesley De Chernatony

Year: 2006

The second edition of  From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands 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.