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From Brand Vision to Brand Evaluation

The Strategic Process of Growing and Strengthening Brands

Leslie De Chernatony

Editore:: Taylor & Francis Ltd
EAN:: 9781856177733
ISBN:: 1856177734
Pagine:: 376
Formato:: Paperback
Lingua:: Inglese

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Descrizione From Brand Vision to Brand Evaluation

Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without knowing how branding works. This is THE key scholarly text in this crucial topic, an already hugely respected title and big seller in the field. It follows on from the introductory textbook, Creating Powerful Brands, and comes highly illustrated with real examples of influential marketing campaigns. The rigor of this book is balanced with action checklists, conclusions and activities: all students can rely on this book to get them up to speed. This is the book that will take them to the next level with the skills to develop and implement their own branding strategy.

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From Brand Vision to Brand Evaluation

The Strategic Process of Growing and Strengthening Brands

Leslie De Chernatony

Taylor & Francis Ltd

9781856177733

1856177734

Descrizione From Brand Vision to Brand Evaluation

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