From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands
Material type:
- 9781856177733
- 658.827 DEC
Item type | Current library | Item location | Collection | Call number | Status | Date due | Barcode | Item holds | |
---|---|---|---|---|---|---|---|---|---|
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NIMA Knowledge Centre | 6th Floor Reading Zone | General | 658.827 DEC (Browse shelf(Opens below)) | Available | M0033806 |
Part I: The Changed Notion of Brand Management
1. A balanced perspective on brands
2. The diverse interpretations of "brand"
Part II: Planning for Integrated Brands
3. A Strategic Process for Building Integrated Brands
Part III: Employing the Brand-building Process
4. Brand Visioning
5. The importance of organisational culture on brands
6. Setting brand objectives
7. Auditing the brandsphere
8. Synthesising the nature of a brand
9. Implementing and resourcing brands
10. Brand evaluation
11. Market driven branding
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