Creating Powerful Brands

Creating Powerful Brands

Creating Powerful Brands

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 * 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.

Creating Powerful Brands in Consumer Service and Industrial Markets

Creating Powerful Brands in Consumer  Service and Industrial Markets

Creating Powerful Brands in Consumer Service and Industrial Markets

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 * 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. * Comprehensive coverage of brand management * Applications orientated, yet grounded on solid theory * Frameworks organizing the principles of brand building

Creating Powerful Brands

Creating Powerful Brands

Creating Powerful Brands

When companies began to recognize the balance sheet value of their brands, interest grew in using brands more effectively. But there is still confusion about branding as a marketing tool. Many managers view branding incorrectly as an adjunct to promotion or as an issue relating to design. This book is intended to cut through the mystery surrounding branding and help the development of brand strategies for long-term corporate growth. When companies began to recognize the balance sheet value of their brands, interest grew in using brands more effectively. But there is still confusion about branding as a marketing tool. Many managers view branding incorrectly as an adjunct to promotion or as an issue relating to design. This book is intended to cut through the mystery surrounding branding and help the development of brand strategies for long-term corporate growth.

Creating Powerful Brands

Creating Powerful Brands

Creating Powerful Brands

This book summarises the latest thinking and best practice in the domain of branding All new real marketing campaigns show how branding theories are implemented in practice Brought right up to date with a clear European and UK focus

Creating Powerful Brands

Creating Powerful Brands

Creating Powerful Brands

Put simply, a brand is the difference between a bottle of sugared, flavoured, fizzy water and a bottle of Coca-Cola. It is the sum of the functional and emotional characteristics, both tangible and intangible, that a consumer attributes to a product or service. These characteristics are embodied in a name, trademark, symbol, or design, or any combination of these.

From Brand Vision to Brand Evaluation

From Brand Vision to Brand Evaluation

From Brand Vision to Brand Evaluation

The second edition of "From Brand Vision to Brand Evaluation" presents the reader with practical applications for brand enhancement that build upon the theoretical background outlined in "Creating Powerful Brands", a hugely successful text co-written by the author. The first edition has been used by marketing and brand practitioners, as well as students of marketing, around the world to help them understand and implement strategies to strengthen brands. The powerful model at the core of the book is based on wide consultancy and research with companies and provides a unique framework for brand management. It provides a flowchart for progressing the brand building process from strategy through tactics to implementation. Each stage in the flow process is examined to demonstrate how it can be applied in a real business context.