Creating Powerful Brands (CIM Professional Development)

by Malcolm McDonald (Author), Leslie de Chernatony (Author), Leslie de Chernatony (Author)

• Used

  Paperback
  1998

  $3.25

  The success of Creating Powerful Brands has led to the preparation of this fully revised and updated second edition which retains all the strengths of the original book enhanced by the latest examples and best practice. The powerful and expert analysis of key elements of branding gives the reader: * A comprehensive coverage of brand management* An applications orientated approach grounded on solid theory* A set of unique frameworks for organizing the principles of brand building Students on MBA, BA and Professional Development courses as well as practitioners will find this an essential guide when developing more effective brand strategies. Comprehensive coverage of brand managementApplications orientated, yet grounded on solid theoryFrameworks organizing the principles of brand building

• Used

  Paperback
  2003

  $3.25

  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.