Leslie de Chernatony

From Brand Vision to Brand Evaluation, 2nd edition

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Būklė: Puiki
Miestas: Vilnius
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Santrauka: The 2nd edition of From Brand Vision to Brand Evaluation presents the reader with practical applications for brand enhancement that build upon the theoretical background outlined in Creating Powerful Brands, a hugely successful text co-written by the author. The powerful model at the core of the book is based on wide consultancy and research with companies and provides a unique framework for brand management. It provides a flowchart for progressing the brand building process from strategy through tactics to implementation. Each stage in the flow process is examined to demonstrate how it can be applied in a real business context. The books provides an authoritative template for understanding the steps to maintaining, building and maximizing brand value. The key strengths of the book are: looking both inside an organization to understand how vision, values, culture and competencies blend with external gaps to shape the delivery of an integrated brand; helps to minimize the gap between stakeholders' needs of brands; provides guidance to develop coherent brands








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Kaina: 15 EUR
Būklė: Puiki
Miestas: Vilnius

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