Creating Powerful Brands Paperback – 23 Sep 2003
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"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.
This book is an absolutely comprehensive summary of 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."
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 example."
Linda Caller, International Planning Director, Ogilvy & Mather
"A book on brands that is not bland. 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."
Professor John Saunders,Professor of Marketing and Head of School, Aston Business School, Pro Vice Chancellor, Alumni, Aston University and Dean of Senate, Chartered Institute of Marketing.
"The demand for the third edition marks this book out as making a special contribution to an increasingly important topic."
Tim Ambler, Senior Fellow, London Business School, UK.
"Creating powerful brands has been an elusive goal of most financial services companies. 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."
Anthony Thomson, Chairman of the Advisory Board, The Financial Services Forum
"Authoritative and broad-ranging, this updated classic explains how to create, manage, and develop powerful brands in a unique and interesting way, with many illustrations."
Hugh Davidson, Visiting Professor of Marketing, Cranfield University School of Management, UK.
"Building on the previous successful works of both authors, this book offers an excellent combination of leading edge practice, academic rigour, and effective communication. 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".
Professor JC Larreche, Alfred H. Heineken Professor of Marketing, INSEAD
From the Author
Numerous rich frameworks to create and sustain brands
Professor Leslie de Chernatony writes: This book is a fusion of ideas which evolved from years of research, consultancy, graduate teaching programmes and management development workshops. We seek to distill the numerous interpretations of "brand" then develop frameworks to help managers and students appreciate how resources can be more effectively used in the brand building process. Many branding frameworks originated in consumer markets, however we have extended the coverage to provide insights about branding service and industrial markets.
To enable managers appreciate how to apply some of the ideas we have produced "Marketing action checklists" at the end of each chapter. Those wishing to explore topics in more depth can use the detailed references at the end of each chapter. To bring the theory, frameworks and ideas to life, there are numerous examples along with colour advertisements.
The book is in three parts. Part One is about the foundation of brand management. The difference between a product and a brand is addressed and the branding process explored.
Part Two is about brand management in different sectors. In the consumer sector we explore how consumers choose brands and consider implications for brand building. We review how brands satisfy social and psychological needs. In business to business markets we explore the way organisations buy brands, reviewing the factors influencing brand selection, the role of branding and the importance of the company as a brand. We highlight the challenges of services branding and then present principles of services branding. Retailers are no longer passive conduits for brands and we look at their impact on brand strategies, reviewing the literature on private label (or more correctly retailer brands), category mangement and efficient consumer response.
Part Three looks at winning the brands battle. Within a strategic perspective it explores competitive brand strategies, the build or buy brand decision and extending brands. The important topic of developing and sustaining added values is addressed and the principles of brand evaluation are presented.
We hope you find this book informative and enjoyable. --This text refers to an out of print or unavailable edition of this title.See all Product description
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on 21 September 2000
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!
on 20 December 2003
Format: PaperbackVerified Purchase
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.
on 30 August 2006
Leslie de Chernatony is probably the leading guru on Brands, writing in the UK. Creating Strong Brands, alongside his other texts, contains extensive practical examples. Along with David Aaker, the leading guru from the USA, Leslie is essential reading.
Dr Alec Kellaway
Dr Alec Kellaway
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