Leslie de Chernatony
From Brand Vision to Brand Evaluation
Santrauka: The book presents the reader with well-grounded model for building integrated brands that links the theoretical background in Creating Powerful Brands with new research. Looking both inside an organization to understand how culture, competencies and staff alignment mould a brand''s promise, and looking outside an organization to assess how the brand''s promise has been delivered and received, a flow chart is constructed to progress the brand-building process from strategy through to tactics and implementation. Each stage in the flow process is examined to demonstrate how it can be applied in a real business context. By alerting readers to the diverse interpretations of brands this book seeks to narrow the gaps between stakeholders'' brand perceptions and minimize ineffective use of resources.