Creating Powerful Brands (Paperback)  | Released: 03-Nov-10

This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns.In this influential textbook, de Chernatony, McDonald & Wallace- Summarise the latest thinking and best practice in the domain of branding- Show how branding theories are implemented in practice with all new real marketing campaigns- Bring the story up-to-date with a clear European focusUndergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.Table of Contents: Part I Foundation Of Brand Management Chapter 1. Why It Is Crucial To Create Powerful Brands Chapter 2. Understanding The Branding Process Part Ii 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 Chapter 8. Brands On The Internet Part Iii Winning The Brands Battle Chapter 9. How Powerful Brands Beat Competitors Chapter 10. The Challenge Of Developing And Sustaining Added Values Chapter 11. Brand Planning Chapter 12. Brand Evaluation