Creating Powerful Brands
eBook - ePub

Creating Powerful Brands

  1. 482 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Creating Powerful Brands

Book details
Book preview
Table of contents
Citations

About This Book

This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns.
Bullets:
• Summarises the latest thinking and best practice in the domain of branding
• All new real marketing campaigns show how branding theories are implemented in practice
• Brought right up to date with a clear European and UK focus
Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.

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Yes, you can access Creating Powerful Brands by Leslie de Chernatony in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Routledge
Year
2010
ISBN
9781136445187
Edition
4
Topic
Business
Subtopic
Business General
Index
Business

Part 1 Foundations of Brand Management

Table of contents

  1. Cover Page
  2. Half Title Page
  3. Title Page
  4. Copyright Page
  5. Dedication
  6. Contents
  7. About the Authors
  8. Preface
  9. How to Use This Book
  10. Acknowledgements
  11. Part 1 Foundations of Brand Management
  12. Chapter 1 Why it is Crucial to Create Powerful Brands
  13. Chapter 2 Understanding the Branding Process
  14. Part 2 Brand Management in Different Sectors
  15. Chapter 3 How Consumers Choose Brands
  16. Chapter 4 How Consumer Brands Satisfy Social and Psychological Needs
  17. Chapter 5 Business-to-Business Branding
  18. Chapter 6 Service Brands
  19. Chapter 7 Retailer Issues in Branding
  20. Chapter 8 Brands on the Internet
  21. Part 3 Winning the Brands Battle
  22. Chapter 9 How Powerful Brands Beat Competitors
  23. Chapter 10 The Challenge of Developing and Sustaining Added Values
  24. Chapter 11 Brand Planning
  25. Chapter 12 Brand Evaluation
  26. Index