Creating powerful brands in consumer, service and industrial markets / Leslie De Chernatony and Malcolm McDonald.
Material type: TextPublication details: Oxford : Elsevier Butterworth-Heinemann, 2003.Edition: 3rd edDescription: xvii, 467 p., [8] p. of plates : ill., facsims. (some col.) ; 24 cmISBN:- 9780750659802 (pbk.) :
- 0750659807
- 658.827 DEC
- HD69.B7
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.827 DEC (Browse shelf(Opens below)) | 1 | Available | 202347 | ||
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.827 DEC (Browse shelf(Opens below)) | 1 | Available | 201505 |
Previous ed.: 1998.
Includes bibliographical references and index.
Foundations of brand management - Why it is important to create powerful brands; Understanding the branding process; Brand management in different sectors - How consumers choose brands; How consumer brands satisfy social and psychological needs; Business to business branding; Service brands; Retailers issues in branding; Winning the brands battle - How powerful brands beat competitors; The challenge of developing and sustaining added values; Brand planning; Brand evaluation.
'Creating Powerful Brands' cuts through the mystery surrounding branding and the confusion regarding it as a promotional tool. The authors show how to develop brand strategies for long-term corporate growth.