Creating powerful brands in consumer, service, and industrial markets /
De Chernatony, L.
Creating powerful brands in consumer, service, and industrial markets / Leslie de Chernatony and Malcolm McDonald. - 2nd ed. - Oxford ; Boston : Butterworth-Heinemann, 1998. - xiii, 430 p. : ill. ; 24 cm. + pbk. - CIM professional .
Rev. ed. of: Creating powerful brands. 1992. "Published in association with the Chartered Institute of Marketing.".
Includes bibliographical references and index.
Part One: Foundations of brand management -- Why it is important to create powerful brands -- Understanding the branding process -- Part Two: 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 -- Part Three: Winning the brands battle -- How powerful brands beat competitors -- The challenge of developing and sustaining added values -- Brand planning -- Brand evaluation.
0750622407
98202117
Brand name products.
Planning
Marketing
658.827
Creating powerful brands in consumer, service, and industrial markets / Leslie de Chernatony and Malcolm McDonald. - 2nd ed. - Oxford ; Boston : Butterworth-Heinemann, 1998. - xiii, 430 p. : ill. ; 24 cm. + pbk. - CIM professional .
Rev. ed. of: Creating powerful brands. 1992. "Published in association with the Chartered Institute of Marketing.".
Includes bibliographical references and index.
Part One: Foundations of brand management -- Why it is important to create powerful brands -- Understanding the branding process -- Part Two: 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 -- Part Three: Winning the brands battle -- How powerful brands beat competitors -- The challenge of developing and sustaining added values -- Brand planning -- Brand evaluation.
0750622407
98202117
Brand name products.
Planning
Marketing
658.827