TY  - BOOK
AU  - De Chernatony,L.
AU  - McDonald,Malcolm
TI  - Creating powerful brands in consumer, service and industrial markets
SN  - 9780750659802 (pbk.) :
AV  - HD69.B7 
U1  - 658.827 DEC 
PY  - 2003///
CY  - Oxford
PB  - Elsevier Butterworth-Heinemann
KW  - Brand name products
KW  - Marketing
KW  - Planning
KW  - Product management
KW  - Business and Management
KW  - ukslc
KW  - Quality Assurance (QA) & Total Quality Management (TQM)
KW  - thema
KW  - Advertising
N1  - 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
N2  - '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
ER  -