Creating Powerful Brands

ISBN-13: 9781138440906 / Angielski / Twarda / 2017 / 510 str.

Leslie de Chernatony

Opis

An introductory textbook for this crucial topic that is illustrated and is packed with over 50, real examples of influential marketing campaigns.

Spis treści

1. Why it is important to create powerful brands 2. Understanding the branding process 3. How consumers choose brands 4. How consumer brands satisfy social and psychological needs 5. Business to business branding 6. Service brands 7. Retailer issues in branding 8. Brands on the internet 9. How powerful brands beat competitors 10. The challenge of developing and sustaining added values 11. Brand planning 12. Brand evaluation

O autorze

Leslie de Chernatony