Leslie de Chernatony has 12 books on Goodreads with 91 ratings. Leslie de Chernatony’s most popular book is From Brand Vision to Brand Evaluation: The St. Creating Powerful Brands, Third Edition [Leslie de Chernatony, Leslie de Chernatony, Malcolm McDonald] on *FREE* shipping on qualifying . Köp böcker av Leslie De Chernatony: Creating Powerful Brands; Creating Powerful Brands, 4th Edition;.
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The authors’ enthusiasm for, and knowledge of, brands is jam-packed between these covers.
This book is an absolutely comprehensive summary chernatoby 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.
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. 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. 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”. Would you like to tell us about a lower price? If you are a seller for this product, would you like to suggest updates through seller support? 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 Evaluationit has been comprehensively revised and updated with a raft of new cases and examples.
Leslie De Chernatony
The book gives the professional and the student a deep understanding of the functioning and management of the modern brand and contains: Read more Read less. Discover Prime Book Box for Kids. Review “If I had one book on brands to take with me to a marketing desert island it would be this one.
The definitive overview of brand strategy lelie management. Butterworth-Heinemann; 3 edition November 5, Language: Start reading Creating Powerful Brands on your Kindle in under a minute. Don’t have a Kindle?
Books by Leslie de Chernatony (Author of From Brand Vision to Brand Evaluation)
Try the Kindle edition and experience these great reading features: Share your thoughts with other customers. Write a customer review. Showing of 2 reviews. Top Reviews Most recent Top Reviews. There was a problem filtering reviews right now. Please try again later. However, it is doubtful if more advanced academics or already knowledgeable practitioners will appreciate the format or simple checklists given. This book’s aim is to clarify the concept of brands, help plan for building powerful brands, and ensure a better return of investment.
Part one is a basic introduction to what brands and branding are, what different types there are, how brands have developed and why they are important. Part two looks at effective brand management for consumer, business to business, service and retailer brands.
It covers issues such as how consumers make choices and how these can be influenced, psychological and social aspects of consumer brads, and how consumers use brands for communication. The section on business to business brands cover how organisations buy brands and how this market is different to the consumer market. The section on service brands covers case studies from the financial and insurance markets, the differences between goods and services marketing, the roles of employees and customers in the delivery of service brands, and how these roles can be designed to strengthen service brands.
The authors argue that what is needed for the marketing of services is a leslis of the existing branding theories and not a completely new theory. Part two finishes off with a look at the growing power of retailers, who are increasingly producing good quality own brands. Part lrslie of the book is called ‘Winning the brands battle’ and it looks at ways of lealie and sustaining brands and brand added values, and how to fight off competitors. It also looks at brand planning. The authors argue that les,ie is important to recognise and communicate core values, and keep them consistent.
The last chapter chernatonh the book looks at brand equity – how the health of a brand can be measured. The Chartered Institute of Marketing produces books lesloe students and practitioners, and this book does come across leskie a student textbook.
It is a very well written textbook, ideal for undergraduates or others looking for an up to date thorough introduction to the topic. However, it is doubtful if more advanced academics or already knowledgeable practitioners will appreciate the format, with key arguments and definitions already noted in the margins, basic discussion about what marketing and brands are, frequent summaries and outlines of the conclusions. Each chapter has a ‘Marketing action checklist’ at the end, which contains suggestions for organisations.
However, even these look a bit like exam questions or tutorial exercises. For example, the checklist for chapter two suggests that you should ‘Write down what you understand by the term ‘brand’ and compare your views with those of your colleagues. On a minor point, non-UK readers may be unfamiliar with some of the companies mentioned in passing, for example Sainsbury and Hovis.
This book is of a different nature than Kunde’s Corporate religion see review at this sitewhich is more practitioner orientated and inspirational. One person found this helpful. There’s a problem loading this menu right now.
Leslie De Chernatony – Böcker | Bokus bokhandel
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