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

Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without knowing how branding works. This is THE key scholarly text in this crucial topic, an already hugely respected title and big seller in the field. It follows on from the introductory textbook Creating Powerful Brands, and comes highly illustrated with real examples of influential marketing campaigns. This is the book that will take students to the next level with the skills to develop and implement their own branding strategy. * Highly anticipated new edition from THE brand guru. * Current edition has sold OVER 5,000 copies! * Managers are developing successful brand strategies using earlier editions. * Extensive teaching aids accompanying the book to download online. Spend less.

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  • "This book starts from the premise that brands thrive as a result of meeeting the needs of stakeholders, not just customers. It shows that, as intangible assets, there are diverse interpretations of brands and it puts forward a unifying definition of a brand and a framework to characterise brands. Looking both inside an organisation, and also paying attention to external stakeholders, a model is explained which can be used to strategically grow and strengthen brands. The elements of this model are explained in detail in the chapters of this book. The material is brought to life through numerous examples and a collection of advertisements. Marketing action checklists are provided at the end of each chapter to enable readers to apply frameworks."
  • "Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without knowing how branding works. This is THE key scholarly text in this crucial topic, an already hugely respected title and big seller in the field. It follows on from the introductory textbook Creating Powerful Brands, and comes highly illustrated with real examples of influential marketing campaigns. This is the book that will take students to the next level with the skills to develop and implement their own branding strategy. * Highly anticipated new edition from THE brand guru. * Current edition has sold OVER 5,000 copies! * Managers are developing successful brand strategies using earlier editions. * Extensive teaching aids accompanying the book to download online. Spend less."@en
  • "Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without knowing how branding works. This is THE key scholarly text in this crucial topic, an already hugely respected title and big seller in the field. It follows on from the introductory textbook Creating Powerful Brands, and comes highly illustrated with real examples of influential marketing campaigns. This is the book that will take students to the next level with the skills to develop and implement their own branding strategy. * Highly anticipated new edition from THE brand guru. * Current edition has sold OVER 5,000 copies! * Managers are developing successful brand strategies using earlier editions. * Extensive teaching aids accompanying the book to download online. Spend less."
  • "A must-have book on managing brands, based on successful practical experience and careful analysis of best practice around the world."@en
  • "Presents the reader with applications for brand enhancement that build upon the theoretical background outlined in andquot;Creating Powerful Brandsandquot;. This book provides a flowchart for progressing the brand building process from strategy through tactics to implementation. It examines each stage to demonstrate how it can be applied in a business context."@en
  • "The second edition of "From Brand Vision to Brand Evaluation" presents the reader with practical applications for brand enhancement that build upon the theoretical background outlined in "Creating Powerful Brands", a hugely successful text co-written by the author. The first edition has been used by marketing and brand practitioners, as well as students of marketing, around the world to help them understand and implement strategies to strengthen brands. The powerful model at the core of the book is based on wide consultancy and research with companies and provides a unique framework for brand management. It provides a flowchart for progressing the brand building process from strategy through tactics to implementation. Each stage in the flow process is examined to demonstrate how it can be applied in a real business context."
  • "Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without knowing how branding works. . This is THE key scholarly text in this crucial topic, an already hugely respected title and big seller in the field. It follows on from the introductory textbook Creating Powerful Brands, and comes highly illustrated with real examples of influential marketing campaigns. This is the book that will take students to the next level with the skills to develop and implement their own br."@en

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  • "Livres électroniques"
  • "Electronic books"
  • "Electronic books"@en

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  • "From brand vision to brand evaluation : the strategic process of growing and strengthening"
  • "From Brand Vision to Brand Evaluation the Strategic Process of Growing and Strengthening Brands"@en
  • "From brand vision to brand evaluation the strategic process of growing and strengthening brands"
  • "From brand vision to brand evaluation the strategic process of growing and strengthening brands"@en
  • "From Brand Vision to Brand Evaluation the strategic process of growing and strengthening brands"@en
  • "From brand vision to brand evaluation : the strategic process of growing and strengthening brands"@en
  • "From brand vision to brand evaluation : the strategic process of growing and strengthening brands"
  • "From Brand Vision to Brand Evaluation The Strategic Process of Growing and Strengthening Brands"@en

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