Creating powerful brands
De Chernatony, Leslie
Creating powerful brands - 4th ed. - London New York Routledge 2017 - xxv, 483 p. ill. 24 cm.
Previous ed.: Oxford: Elsevier Butterworth-Heinemann, 2003.
Includes bibliographical references and index.
Companies have recognized the balance sheet value of brands. There is however still confusion about branding as a marketing tool where many managers view branding incorrectly as an adjunct to promotion or as an issue relating to design. This book clarifies the nature and power of brands.
9781138440906
Brand name products
Planning
Brand names
Branding [Marketing]
Product management
658.827 / DEC
Creating powerful brands - 4th ed. - London New York Routledge 2017 - xxv, 483 p. ill. 24 cm.
Previous ed.: Oxford: Elsevier Butterworth-Heinemann, 2003.
Includes bibliographical references and index.
Companies have recognized the balance sheet value of brands. There is however still confusion about branding as a marketing tool where many managers view branding incorrectly as an adjunct to promotion or as an issue relating to design. This book clarifies the nature and power of brands.
9781138440906
Brand name products
Planning
Brand names
Branding [Marketing]
Product management
658.827 / DEC
