# Author: Leslie de Chernatony # Paperback: 320 pages # Publisher: Butterworth-Heinemann; 2 edition (April 3, 2006) # Language: English # ISBN-10: 0750667494 # ISBN-13: 978-0750667494 # Format: PDF | 1.3MB
The most effective and comprehensive system for analysing and managing brands based on huge practical experience and careful analysis of best practice around the world- essential for brand practitioners and marketing students alike.
This second edition is testimony to the fact that his brand models work in the real world of business. For any organisation that understands the importance of brands in creating sustainable shareholder value, this book is a must buy.
Professor Malcolm McDonald: Leslies book is an excellent example of waiting for second editions which are still fresh, but market tested and polished. Buy it now for a comprehensive study of the process of building and sustaining brands.
Tim Ambler, Senior Research Fellow at LBS: Leslie has taken the opportunity in the Second Edition to refine his core ideas and expand his well proven model for brand building.
John Murphy Founder of Interbrand and Chairman of St Peters Brewery: Professor de Chernatony has a series of useful exercises to help companies understand the difficult brand complex process of translating the brands vision into reality.
Branding continues to evolve, and as long as it does there will be a need for a book like this.
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Saturday, July 12, 2008
From Brand Vision to Brand Evaluation, Second Edition: The strategic process of growing and strengthening brands by Leslie de Chernatony
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