Creating powerful brands

by De Chernatony, L., (Leslie)

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Title Statements

Full title :Creating powerful brands.

Edition Statements

Publication Date:2010.
Edition:4th ed

Publication Statements

Publisher(s):Butterworth-Heinemann
Place of Publication:Oxford
Language:eng
Publication Date:2010.

The Physical Object

Description:1 online resource (xxv, 483 pages) : : illustrations

Edition Identifiers

oclc:ocn694146461
LC Classification:HD69.B7
Dewey Decimal:658.827

PART 1. -- Foundations of Brand Management -- Chapter 1. Why it is Crucial to Create Powerful Brands -- Chapter 2. Understanding the Branding Process -- PART 2. -- Brand Management in Different Sectors -- Chapter 3. How Consumers Choose Brands -- Chapter 4. How Consumer Brands Satisfy Social and Psychological Needs -- Chapter 5. Business-to-Business Branding -- Chapter 6. Service Brands -- Chapter 7. Retailer Issues in Branding.