This new edition brings Leslie de Chernatony"s unique, hugely successful brand management framework right back to the cutting edge of its field.
Whether you are a brand practitioner or a student, this book is your brand building bible. It will take you step-by-step from strategy, through tactics to real-life implementation to show just how applied theory can strengthen your brand.
New to this edition:
An ideal book for MBA, MSc and undergraduate students studying brand management as well as managers seeking to develop more effective brand strategies. Это и многое другое вы найдете в книге From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands (Leslie de Chernatony)