From Brand Vision to Brand Evaluation

From Brand Vision to Brand Evaluation

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Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25, 000 students in the UK studying marketing will never understand their subject without knowing how branding works. This is THE key scholarly text in this crucial topic, an already hugely respected title and big seller in the field. It follows on from the introductory textbook Creating Powerful Brands, and comes highly illustrated with real examples of influential marketing campaigns. This is the book that will take students to the next level with the skills to develop and implement their own branding strategy.In terms of functionality, the managers of a car brand may have focused on superiority of several attributes and been less concerned with fuel consumption. ... Nike is but one brand that capitalises on providing customers with the opportunity to customise their trainers, thereby having more brand value. ... For example, reducing the complexity of an instruction manual saves time and contributes to value.

Title:From Brand Vision to Brand Evaluation
Author: Leslie de Chernatony
Publisher:Routledge - 2010-07-15

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