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.
|Country of origin:
Leslie de Chernatony
• Malcolm McDonald
||233 x 156 x 26mm (L x W x T)
||3rd Revised edition
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