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Creating powerful brands in consumer, service and industrial markets / Leslie De Chernatony and Malcolm McDonald.

By: Contributor(s): Material type: TextTextPublication 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
Subject(s): DDC classification:
  • 658.827 DEC
LOC classification:
  • HD69.B7
Incomplete contents:
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.
Summary: '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.
Holdings
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.

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