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

By: Material type: TextTextSeries: ScienceDirect eBooksPublication details: Routledge Taylor & Francis Group 2012 OxonEdition: 3rd edDescription: 376pISBN:
  • 9781856177733
Subject(s): DDC classification:
  • 658.827 DEC
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Item type Current library Item location Collection Call number Status Date due Barcode Item holds
Book Book NIMA Knowledge Centre 6th Floor Reading Zone General 658.827 DEC (Browse shelf(Opens below)) Available M0033806
Total holds: 0

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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