From brand vision to brand evaluation : the strategic process of growing and strengthening brands
| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
Amsterdam :
Butterworth-Heinemann ,
c2010
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| Edition: | 3rd ed |
| Subjects: |
Table of Contents:
- 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