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| 008 |
100725s2010 ne eng |
| 020 |
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|a 1856177734 (pbk.)
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| 020 |
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|a 9781856177733 (pbk.)
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| 090 |
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|a HD69.B7
|b D43 2010
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| 100 |
1 |
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|a De Chernatony, L. [
|q (Leslie)] ,
|e author
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| 245 |
1 |
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|a From brand vision to brand evaluation :
|b the strategic process of growing and strengthening brands
|c Leslie de Chernatony
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| 250 |
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|a 3rd ed
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| 260 |
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|a Amsterdam :
|b Butterworth-Heinemann ,
|c c2010
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| 300 |
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|a xvi, 376 p. :
|b ill. ;
|c 23 cm.
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| 500 |
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|a Previous ed. 2006
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| 504 |
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|a Includes bibliographical references (p. 361-370) and index
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| 505 |
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|a 1. A balanced perspective on brands -- 2. The diverse interpretations of "brand" -- 3. A strategic process for building integrated brands -- 4. Brand visioning -- 5. The importance of organisational culture on brands -- 6. Setting brand objectives -- 7. Auditing the brandsphere -- 8. Synthesising the nature of a brand -- 9. Implementing and resourcing brands -- 10. Brand evaluation
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| 650 |
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|a Brand name products
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| 650 |
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|a Product management
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| 650 |
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|a Trademarks
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| 999 |
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|a 1000134428
|b Book
|c OPEN SHELF (30 DAYS)
|e Gong Badak Campus
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