Creating Powerful Brands
The Strategic Route to Success in Consumer, Industrial and Service Markets
Published on 21. September 1992
Book
Paperback/Softback
282 pages
978-0-7506-0660-8 (ISBN)
Description
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.
More details
Series
Language
English
Place of publication
Oxford
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
Professional and scholarly
Illustrations
65ill.
Dimensions
Height: 234 mm
Width: 156 mm
Weight
514 gr
ISBN-13
978-0-7506-0660-8 (9780750606608)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
L.De Chernatony | Malcolm McDonald
Creating Powerful Brands
Book
04/1998
2nd Edition
Butterworth-Heinemann
€28.46
Article exhausted; check for reprint
Content
Why is it important to create powerful brands; understanding the branding process; how consumers choose brands; business to business branding; how consumer brands satisfy social needs; developing and sustaining added values; retailer issues in branding; brand planning; competitive in branding.