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

By:

De Chernatony, Leslie

Material type: Text

TextSeries: ScienceDirect eBooksPublication details: Routledge Taylor & Francis Group 2012 OxonEdition: 3rd edDescription: 376pISBN:

9781856177733

Subject(s):

Brand name products - Trademarks

DDC classification:

658.827 DEC

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Holdings
Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
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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