TY  - BOOK
AU  - Chernatony, Leslie de
AU  - McDonald, Malcolm
AU  - Wallace, Elaine
TI  - Creating Powerful Brands 
SN  - 9781856178495
U1  - 658.827 
PY  - 2012///
CY  - London
PB  - Routledge
KW  - Brand Marketing
KW  - Brand name products
KW  - Product Management
N1  - 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
ER  -