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Author: Leslie De Chernatony
Publisher: Elsevier
ISBN: 0750667494
Category : Business & Economics
Languages : en
Pages : 358
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Book Description
Presenting the reader with practical applications for brand enhancement, this book helps to understand the implement strategies to strengthen brands. It offers a framework for brand management, and provides a flowchart for progressing the brand building process from strategy through tactics to implementation.
Author: Leslie De Chernatony
Publisher: Elsevier
ISBN: 0750667494
Category : Business & Economics
Languages : en
Pages : 358
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Book Description
Presenting the reader with practical applications for brand enhancement, this book helps to understand the implement strategies to strengthen brands. It offers a framework for brand management, and provides a flowchart for progressing the brand building process from strategy through tactics to implementation.
Author: Leslie de Chernatony
Publisher: Routledge
ISBN: 1136439935
Category : Business & Economics
Languages : en
Pages : 381
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Book Description
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. This is the book that will take students to the next level with the skills to develop and implement their own branding strategy.
Author: Leslie De Chernatony
Publisher:
ISBN: 9780750667494
Category : Brand name products
Languages : en
Pages : 293
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Book 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.
Author: Leslie De Chernatony
Publisher: Routledge
ISBN: 1856178498
Category : Business & Economics
Languages : en
Pages : 496
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Book Description
1st edition, 1992: Creating powerful brands : the strategic route to success in consumer, industrial and service markets.
Author: Tom Sitati
Publisher: Lulu.com
ISBN: 0557093805
Category : Business & Economics
Languages : en
Pages : 201
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Book Description
This is the first book on branding published in East Africa by an East African and takes a wide view of both the local and global brandscape. Through the collection of selected articles, the book which makes for an easy read, also tackles the future of brands and branding.
Author: Mary Jo Hatch
Publisher: John Wiley & Sons
ISBN: 0470245360
Category : Business & Economics
Languages : en
Pages : 290
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Book Description
Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch and Make Schultz explain how a company's brand is just as important to ÒoutsidersÓÑpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.
Author: John M. T. Balmer
Publisher: Springer
ISBN: 1352000083
Category : Business & Economics
Languages : en
Pages : 219
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Book Description
This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation of corporate brands, alliance brands, the role of internal branding in the delivery of employee brand promise, and the expansion into new approaches. Advances in Corporate Branding is essential reading for those undertaking a PhD programme or by upper level students looking for rigorous academic material on the subject and for scholars and discerning practitioners, acting as 'advanced introductions'.
Author: Paolo Popoli
Publisher: BoD – Books on Demand
ISBN: 953513597X
Category : Business & Economics
Languages : en
Pages : 212
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Book Description
This book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. The 10 selected chapters are referred, with original contents and rigorous research methodologies, to some important challenges the brand management has to face in the current competitive contexts, characterized by the dominance of the intangible resources and the new information and communication technologies. Written by leading academics, this book is dedicated not only to marketing and management scholars but also to students wanting to investigate the knowledge concerning special fields and special brand management themes. As well to the practitioners who can find a wide reference also to the managerial implication from the strategic and operative perspectives.
Author: David Aaker
Publisher: Morgan James Publishing
ISBN: 1614488320
Category : Business & Economics
Languages : en
Pages : 219
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Book Description
"Aaker on Branding" presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. "Aaker on Branding" is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. Those now interested in and involved with branding are faced with information overload, not only from the Aaker books but from others as well. It is hard to know what to read and which elements to adapt. There are a lot of good ideas out there but also some that are inferior, need updating, or are subject to being misinterpreted and misapplied. And there are some ideas that, while plausible, are simply wrong if not dangerous especially if taken literally. "Aaker on Branding"offers a sense of topic priorities and a roadmap to David Aaker's books, thinking, and contributions. As it structures the larger literature of the brand field, it also advances the theory of branding and the practice of brand management and, by extension, the practice of business management.
Author: Denise Lee Yohn
Publisher: John Wiley & Sons
ISBN: 111861125X
Category : Business & Economics
Languages : en
Pages : 278
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Book Description
Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.
