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Description of Creating Powerful Brands

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.

Title Information

ISBN:

9780750659802

Pages:

496 pages

Format:

Paperback

Product Code:

16960

Publisher:

Butterworth-Heinemann Ltd

Published:

23/09/2003

Edition:

3rd Revised edition

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About Leslie de Chernatony and Malcolm McDonald

Leslie de Chernatony is Professor of Brand Marketing at Universita della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK. He is also Managing Partner of Brands Box Marketing and Research Consultancy. MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.

Contents of Creating Powerful Brands

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.