Creating powerful brands : the strategic route to success in consumer, industrial and service markets / Leslie de Chernatony and Malcolm H. B. McDonald.

By:

De Chernatony, L. (Leslie)

Contributor(s):

McDonald, Malcolm

Material type: Text

TextSeries: Marketing series (London, England)Publication details: Butterworth Heinemann, 1992.Description: xi,282pISBN:

9780750606608 (pbk) :
0750606606

Subject(s):

DDC classification:

658.827 DEC

Summary: Companies have recognized the balance sheet value of brands. There is however still confusion about branding as a marketing tool where many managers view branding incorrectly as an adjunct to promotion or as an issue relating to design. This book clarifies the nature and power of brands.

Holdings ( 1 )
Title notes ( 2 )

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		215112

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Previous	658.827 BAS Brand new brand thinking brought to life by 11 experts who do /	658.827 BER How cool brands stay hot : branding to generation Y /	658.827 CUL Identity solutions : how to create effective brands with letterheads, logos and business cards /	658.827 DEC Creating powerful brands : the strategic route to success in consumer, industrial and service markets /	658.827 DEC From brand vision to brand evaluation : strategically building and sustaining brands /	658.827 DEC From brand vision to brand evaluation : strategically building and sustaining brands /	658.827 DEC Creating powerful brands in consumer, service and industrial markets /	Next

Includes bibliographical references and index.

Companies have recognized the balance sheet value of brands. There is however still confusion about branding as a marketing tool where many managers view branding incorrectly as an adjunct to promotion or as an issue relating to design. This book clarifies the nature and power of brands.