- Paperback: 384 pages
- Publisher: A Butterworth-Heinemann Title; 2 edition (30 Jun 1998)
- Language English
- ISBN-10: 0750622407
- ISBN-13: 978-0750622400
- Product Dimensions: 23.4 x 15.7 x 2.6 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (4 customer reviews)
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Amazon Bestsellers Rank:
137,137 in Books (See Top 100 in Books)
- #42 in Books > Business, Finance & Law > Sales & Marketing > Product Management
- #57 in Books > Business, Finance & Law > Sales & Marketing > Research
- See Complete Table of Contents
Creating Powerful Brands, Third Edition
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More About the Author
Product Description
Review
'If I had one book on brands to take with me to a marketing desert island it would be this one. The authors enthusiasm for, and knowledge of brands is jam-packed between these covers.'
Nick Kendall, Bartle Bogle Hegarty Ltd
'An Encyclopedic guide to understanding and managing brands relevant to both business and academic readers, thorough, pragmatic and packed with examples'
Linda Caller, International Planning Director, Ogilvy & Mather
'A modern "must have" for the intelligent and well-read brand manager. The key messages resonate within today's rapidly changing business environment even more powerfully than in 1992 when the first edition was published.'
Darrel James, Director of Consumer Markets Consulting, KPMG
'Anyone who has an interest in the factors crucial for success in the increasingly important field of brand development and stewardship should read it.'
Simon Luke, Director, Interbrand Newell and Sorrell
'This practical, well-structured book provides the reader with a clear, well-researched analysis of brands, their importance and how they are best managed. Whilst the book is rich in practical examples, these examples are all embedded within a carefully constructed framework...I thoroughly recommend it to all students and practitioners of brands and the branding process.'
John M. Murphy, Chairman, St Peter's Brewery
Superb! This book is an oasis of clarity in a sea of broken promises and half truths about branding. Read this book and do it.'
Professor John Saunders, Head, Aston Business School
Nick Kendall, Bartle Bogle Hegarty Ltd
'An Encyclopedic guide to understanding and managing brands relevant to both business and academic readers, thorough, pragmatic and packed with examples'
Linda Caller, International Planning Director, Ogilvy & Mather
'A modern "must have" for the intelligent and well-read brand manager. The key messages resonate within today's rapidly changing business environment even more powerfully than in 1992 when the first edition was published.'
Darrel James, Director of Consumer Markets Consulting, KPMG
'Anyone who has an interest in the factors crucial for success in the increasingly important field of brand development and stewardship should read it.'
Simon Luke, Director, Interbrand Newell and Sorrell
'This practical, well-structured book provides the reader with a clear, well-researched analysis of brands, their importance and how they are best managed. Whilst the book is rich in practical examples, these examples are all embedded within a carefully constructed framework...I thoroughly recommend it to all students and practitioners of brands and the branding process.'
John M. Murphy, Chairman, St Peter's Brewery
Superb! This book is an oasis of clarity in a sea of broken promises and half truths about branding. Read this book and do it.'
Professor John Saunders, Head, Aston Business School
Product Description
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 management
Applications orientated, yet grounded on solid theory
Frameworks organizing the principles of brand building
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 management
Applications orientated, yet grounded on solid theory
Frameworks organizing the principles of brand building
Inside This Book
(Learn More)
First Sentence
This introductory chapter lays the foundations for the remaining chapters of this book. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
This introductory chapter lays the foundations for the remaining chapters of this book. Read the first page
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Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
12 of 12 people found the following review helpful:
5.0 out of 5 stars
Original & a refreshing read surpassing Aaker,
By A Customer
This review is from: Creating Powerful Brands (CIM Professional Development) (Paperback)
This book has proved to be one of the most fulfilling theoretical reads regarding brands. de Chernatony & McDonald have manged to sum the industrial & social perspective of brands in 421 pages, ommitting nothing. It provides the reader with an intellectual & practical insight into the previously scantily covered consumer psychological needs area, as well as a comprehensive examination of the way that value added brands are fast becoming the necessity for branding managers worldwide, not of course forgetting the use of the 'Marketing checklist' summarising each chapter, reinforcing it's practicality. The authors have compiled several thought provoking, clear, yet deeply anaytical models that are constructed to ensure the reader, whether academic or practicing will get the utmost benefit from the content. Well done the authors, this truely is a dynamic publication, I'm awaiting the second!
2 of 2 people found the following review helpful:
5.0 out of 5 stars
A Great Toolkit for those interested in Brands,
By Poppy (Tealing Scotland) - See all my reviews
This review is from: Creating Powerful Brands (Paperback)
This update on the Professor's previous guide to understanding brand management is an excellent read. In my view, there is no better and easier to understand explanation of the difference between a product and a brand than the "product surround", which is set out in the introduction chapter. The remainder of the book is just as clear and succinct and it's packed full of useful hints and tips. Being able to simplify potentially complex concepts is a wonderful talent and on the topic of brands, no-one does it better than Lesley De Chernatonay.
0 of 2 people found the following review helpful:
5.0 out of 5 stars
Excellent,
By
This review is from: Creating Powerful Brands (Paperback)
Bought it through a third party at Amazon.the condition of the book (though is a used one)is very good.Keep up the good work.Way to go Amazon.cheers.
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