Creating powerful brands.
by
De Chernatony, Leslie, 1953-
Title
:
Creating powerful brands.
Author
:
De Chernatony, Leslie, 1953-
ISBN
:
9781856178495
Personal Author
:
De Chernatony, Leslie, 1953-
Edition
:
4th ed. / Leslie de Chernatony, Malcolm McDonald and Elaine Wallace.
Publication Information
:
Amsterdam ; Boston : Butterworth-Heinemann, 2011.
Physical Description
:
xxv, 483 p. : ill. ; 24 cm.
General Note
:
Previous ed.: Oxford: Elsevier Butterworth-Heinemann, 2003.
Contents
:
Part 1: Foundations of Brand Management -- 1. Why it is crucial to create powerful brands -- 2. Understanding the branding process -- Part 2: Brand Management in Different Sectors -- 3. How consumers choose brands -- 4. How consumer brands satisfy social and psychological needs -- 5. Business-to-business branding -- 6. Service brands -- 7. Retailer issues in branding -- 8. Brands on the internet -- Part 3: Winning the Brands Battle -- 9. How powerful brands beat competitors -- 10. The challenge of developing and sustaining added values -- 11. Brand planning -- 12. Brand evaluation.
Subject Term
:
Brand name products.
Product management.
Added Author
:
McDonald, Malcolm.
Wallace, Elaine.
| Library | Material Type | Item Barcode | Shelf Number | Copy |
|---|
| IIEMSA | General Books | 33168025589751 | 658.827 D293C 2011 | 1 |