Creating powerful brands in consumer, service and industrial markets

Creating powerful brands in consumer, service and industrial markets

Bibliographic Details
Main Authors: De Chernatony, L. [ (Leslie)] (Author), McDonald, Malcolm (Author)
Format: Book
Language:English
Published: Oxford ; Burlington, MA : Elsevier/Butterworth-Heinemann , c2003
Edition:3rd ed
Subjects:
Brand name products > Marketing
Brand name products > Planning
Online Access:Table of contents only
Publisher description
Table of Contents:
  • 1. Why is it 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

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