Creating Powerful Brands
- 3rd Edition - September 23, 2003
- Imprint: Butterworth-Heinemann
- Authors: Malcolm McDonald, Leslie de Chernatony
- Language: English
- eBook ISBN:9 7 8 - 0 - 0 8 - 0 4 7 6 9 1 - 9
This is the third edition of one of world's most respected and successful books on branding. Written by an internationally acclaimed branding expert and author of From Brand Vi… Read more
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Request a sales quoteThis is the third edition of one of world's most respected and successful books on branding. Written by an internationally acclaimed branding expert and author of From Brand Vision to Brand Evaluation, it has been comprehensively revised and updated with a raft of new cases and examples.
The book gives the professional and the student a deep understanding of the functioning and management of the modern brand and contains:
* Powerful analysis of new areas such as e-branding and e-marketing
* A completely new set of advertising and brand images to illustrate key points
* A powerful analysis of the key drivers of brand value
There can be no doubt that the power of brands in the international marketplace is still growing, and that Creating Powerful Brands, third edition, can explain both why and how they work.
The book gives the professional and the student a deep understanding of the functioning and management of the modern brand and contains:
* Powerful analysis of new areas such as e-branding and e-marketing
* A completely new set of advertising and brand images to illustrate key points
* A powerful analysis of the key drivers of brand value
There can be no doubt that the power of brands in the international marketplace is still growing, and that Creating Powerful Brands, third edition, can explain both why and how they work.
* Comprehensive coverage of brand management
* Applications orientated, yet grounded on solid theory
* Frameworks organizing the principles of brand building
* Applications orientated, yet grounded on solid theory
* Frameworks organizing the principles of brand building
Undergraduates, postgraduates and executive (MBA) courses; CIM Diploma, professionals.
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.
- Edition: 3
- Published: September 23, 2003
- Imprint: Butterworth-Heinemann
- Language: English
- eBook ISBN: 9780080476919
MM
Malcolm McDonald
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.
Affiliations and expertise
Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UKLd
Leslie de Chernatony
Leslie de Chernatony is Professor of Brand Marketing at Universita della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK. He is also Managing Partner of Brands Box Marketing and Research Consultancy.
Affiliations and expertise
Professor of Brand Marketing, Università della Svizzera italiana, Lugano, Switzerland and Aston Business School, UK.
Professor of Brand Marketing, Università della Svizzera italiana, Lugano, Switzerland and Aston Business School, UK.