Creating Powerful Brands (CIM Professional Development) - Softcover

Chernatony, L.De; McDonald, Malcolm

Softcover

ISBN 10: 0750622407 ISBN 13: 9780750622400

Publisher: Butterworth-Heinemann Ltd, 1998

Synopsis

Many managers view branding incorrectly as an adjunct to promotion or as an issue relating to design. This work is intended to cut through the mystery surrounding branding and help the development of brand strategies for long-term corporate growth.

About this title

Review

'If I had one book on brands to take with me to a marketing desert island it would be this one. The authors enthusiasm for, and knowledge of brands is jam-packed between these covers.'
Nick Kendall, Bartle Bogle Hegarty Ltd

'An Encyclopedic guide to understanding and managing brands relevant to both business and academic readers, thorough, pragmatic and packed with examples'
Linda Caller, International Planning Director, Ogilvy & Mather

'A modern "must have" for the intelligent and well-read brand manager. The key messages resonate within today's rapidly changing business environment even more powerfully than in 1992 when the first edition was published.'
Darrel James, Director of Consumer Markets Consulting, KPMG

'Anyone who has an interest in the factors crucial for success in the increasingly important field of brand development and stewardship should read it.'
Simon Luke, Director, Interbrand Newell and Sorrell

'This practical, well-structured book provides the reader with a clear, well-researched analysis of brands, their importance and how they are best managed. Whilst the book is rich in practical examples, these examples are all embedded within a carefully constructed framework...I thoroughly recommend it to all students and practitioners of brands and the branding process.'
John M. Murphy, Chairman, St Peter's Brewery

Superb! This book is an oasis of clarity in a sea of broken promises and half truths about branding. Read this book and do it.'
Professor John Saunders, Head, Aston Business School

From the Author

Numerous rich frameworks to create and sustain brands
Professor Leslie de Chernatony writes: This book is a fusion of ideas which evolved from years of research, consultancy, graduate teaching programmes and management development workshops. We seek to distill the numerous interpretations of "brand" then develop frameworks to help managers and students appreciate how resources can be more effectively used in the brand building process. Many branding frameworks originated in consumer markets, however we have extended the coverage to provide insights about branding service and industrial markets.

To enable managers appreciate how to apply some of the ideas we have produced "Marketing action checklists" at the end of each chapter. Those wishing to explore topics in more depth can use the detailed references at the end of each chapter. To bring the theory, frameworks and ideas to life, there are numerous examples along with colour advertisements.

The book is in three parts. Part One is about the foundation of brand management. The difference between a product and a brand is addressed and the branding process explored.

Part Two is about brand management in different sectors. In the consumer sector we explore how consumers choose brands and consider implications for brand building. We review how brands satisfy social and psychological needs. In business to business markets we explore the way organisations buy brands, reviewing the factors influencing brand selection, the role of branding and the importance of the company as a brand. We highlight the challenges of services branding and then present principles of services branding. Retailers are no longer passive conduits for brands and we look at their impact on brand strategies, reviewing the literature on private label (or more correctly retailer brands), category mangement and efficient consumer response.

Part Three looks at winning the brands battle. Within a strategic perspective it explores competitive brand strategies, the build or buy brand decision and extending brands. The important topic of developing and sustaining added values is addressed and the principles of brand evaluation are presented.

We hope you find this book informative and enjoyable.

Edition details

• Publisher: Butterworth-Heinemann Ltd
• Publication date: 1998
• Language: English
• ISBN 10: 0750622407
• ISBN 13: 9780750622400
• Binding: Paperback
• Edition number: 2
• Number of pages: 384