Creating Powerful Brands
3rd Edition
Published on 23. September 2003
Book
Paperback/Softback
496 pages
978-0-7506-5980-2 (ISBN)
Description
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 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; and, 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. It includes comprehensive coverage of brand management. It is applications orientated, yet grounded on solid theory. There are frameworks organizing the principles of brand building.
Reviews / Votes
"If I had one book on brands to take with me to a marketing desert island it would be this one. The authors' enthusiasm for, and knowledge of, brands is jam-packed between these covers. This book is an absolutely comprehensive summary of the latest thinking in brand-building. But more than that, action lists at the end of each chapter create a valuable template for how you can create a powerful brand." Nick Kendall, Bartle Bogle Hegarty Ltd "An Encyclopedic guide to understanding and managing brands relevant to both business and academic readers, thorough, pragmatic and packed with example." Linda Caller, International Planning Director, Ogilvy & Mather "A book on brands that is not bland. It is great to see an update and revised version of this splendid book on the market. It continues to be clearly ahead of its field." Professor John Saunders,Professor of Marketing and Head of School, Aston Business School, Pro Vice Chancellor, Alumni, Aston University and Dean of Senate, Chartered Institute of Marketing. "The demand for the third edition marks this book out as making a special contribution to an increasingly important topic." Tim Ambler, Senior Fellow, London Business School, UK. "Creating powerful brands has been an elusive goal of most financial services companies. This book provides everything needed to devise and implement a successful branding strategy. The first edition of this book acted as a guidebook for the development of the Financial Services Forum brand. I am sure that this edition will help us further refine and develop our branding strategy. Without doubt the most well-thumbed book in my marketing library - invaluable reading for anyone responsible for their companies' brand. If building a brand is a journey rather than a destination, then this book is the definitive roadmap." Anthony Thomson, Chairman of the Advisory Board, The Financial Services Forum "Authoritative and broad-ranging, this updated classic explains how to create, manage, and develop powerful brands in a unique and interesting way, with many illustrations." Hugh Davidson, Visiting Professor of Marketing, Cranfield University School of Management, UK. "Building on the previous successful works of both authors, this book offers an excellent combination of leading edge practice, academic rigour, and effective communication. On a global scale, it is in my view one of the three best books on the subject and should be a must for anybody seriously interested in Branding". Professor JC Larreche, Alfred H. Heineken Professor of Marketing, INSEADMore details
Edition
3rd Revised edition
Language
English
Place of publication
Oxford
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Edition type
Revised edition
Illustrations
Illustrated
Dimensions
Height: 234 mm
Width: 156 mm
Thickness: 25 mm
Weight
864 gr
ISBN-13
978-0-7506-5980-2 (9780750659802)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Leslie de Chernatony
Creating Powerful Brands
Book
09/2010
4th Edition
Elsevier
€137.00
Shipment within 10-15 days
Previous edition
L.De Chernatony | Malcolm McDonald
Creating Powerful Brands
Book
04/1998
2nd Edition
Butterworth-Heinemann
€28.46
Article exhausted; check for reprint
Persons
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. 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.
Content
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.