Creating powerful brands.

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Title:

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.

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Copies:

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Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025589751	658.827 D293C 2011	1	Searching... Unknown

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Summary

This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns.

In this influential textbook, de Chernatony, McDonald & Wallace:

* Summarise the latest thinking and best practice in the domain of branding
* Show how branding theories are implemented in practice with all new real marketing campaigns
* Bring the story up-to-date with a clear European focus

Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.