Creating Powerful Brands - Chernatony, Leslie de; McDonald, Malcolm; Wallace, Elaine (London Routledge, 2012)
Foundations of Brand Management Why it is crucial to create powerful brands Understanding the branding process Brand Management in Different Sectors How consumers choose brands How consumer brands satisfy social and psychological needs Business-to-business branding Service brands Retailer issues in branding Brands on the internet Winning the Brands Battle How powerful brands beat competitors The challenge of developing and sustaining added values Brand planning Brand evaluation.
Keywords: Brand Marketing; Brand name products; Product Management