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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
- Sales Rank: #3829616 in Books
- Brand: Brand: Routledge
- Published on: 2003-11-05
- Original language: English
- Number of items: 1
- Dimensions: .93" h x 6.00" w x 9.46" l, 1.89 pounds
- Binding: Paperback
- 496 pages
- Used Book in Good Condition
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.
This book is an absolutely comprehensive summary of the latest thinking in brand-building. But more than that, action lists at the end of each chapter create a valuable template for how you can create a powerful brand."
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 example."
Linda Caller, International Planning Director, Ogilvy & Mather
"A book on brands that is not bland. It is great to see an update and revised version of this splendid book on the market. It continues to be clearly ahead of its field."
Professor John Saunders,Professor of Marketing and Head of School, Aston Business School, Pro Vice Chancellor, Alumni, Aston University and Dean of Senate, Chartered Institute of Marketing.
"The demand for the third edition marks this book out as making a special contribution to an increasingly important topic."
Tim Ambler, Senior Fellow, London Business School, UK.
"Creating powerful brands has been an elusive goal of most financial services companies. This book provides everything needed to devise and implement a successful branding strategy.
The first edition of this book acted as a guidebook for the development of the Financial Services Forum brand. I am sure that this edition will help us further refine and develop our branding strategy.
Without doubt the most well-thumbed book in my marketing library - invaluable reading for anyone responsible for their companies' brand. If building a brand is a journey rather than a destination, then this book is the definitive roadmap."
Anthony Thomson, Chairman of the Advisory Board, The Financial Services Forum
"Authoritative and broad-ranging, this updated classic explains how to create, manage, and develop powerful brands in a unique and interesting way, with many illustrations."
Hugh Davidson, Visiting Professor of Marketing, Cranfield University School of Management, UK.
"Building on the previous successful works of both authors, this book offers an excellent combination of leading edge practice, academic rigour, and effective communication. On a global scale, it is in my view one of the three best books on the subject and should be a must for anybody seriously interested in Branding".
Professor JC Larreche, Alfred H. Heineken Professor of Marketing, INSEAD
From the Publisher
Students on MBA, BA and Professional Development courses as well as practitioners will find this an essential guide when developing more effective brand strategies.
About the Author
Leslie de Chernatony is Professor of Brand Marketing at Universita della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK. He is also Managing Partner of Brands Box Marketing and Research Consultancy.
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.
Most helpful customer reviews
3 of 3 people found the following review helpful.
Reviewed by International Corporate Branding Centre
By Dr Jessica Backlund (MA, PhD) and Shaun Powell (Btech, AIMgt, BAHons) from the International Corporate Branding and Identity Centre
Quick review : experienced practitioners and academics 2.5 stars - comes across as a student textbook, ideal for undergraduates or others looking for an up to date thorough introduction to the topic. However, it is doubtful if more advanced academics or already knowledgeable practitioners will appreciate the format or simple checklists given.
Full Review : This book's aim is to clarify the concept of brands, help plan for building powerful brands, and ensure a better return of investment.
Part one is a basic introduction to what brands and branding are, what different types there are, how brands have developed and why they are important.
Part two looks at effective brand management for consumer, business to business, service and retailer brands. It covers issues such as how consumers make choices and how these can be influenced, psychological and social aspects of consumer brads, and how consumers use brands for communication. The section on business to business brands cover how organisations buy brands and how this market is different to the consumer market. The section on service brands covers case studies from the financial and insurance markets, the differences between goods and services marketing, the roles of employees and customers in the delivery of service brands, and how these roles can be designed to strengthen service brands.
The authors argue that what is needed for the marketing of services is a fine-tuning of the existing branding theories and not a completely new theory.
Part two finishes off with a look at the growing power of retailers, who are increasingly producing good quality own brands.
Part three of the book is called 'Winning the brands battle' and it looks at ways of positioning and sustaining brands and brand added values, and how to fight off competitors. It also looks at brand planning. The authors argue that it is important to recognise and communicate core values, and keep them consistent.
The last chapter of the book looks at brand equity - how the health of a brand can be measured.
The Chartered Institute of Marketing produces books for students and practitioners, and this book does come across as a student textbook. It is a very well written textbook, ideal for undergraduates or others looking for an up to date thorough introduction to the topic. However, it is doubtful if more advanced academics or already knowledgeable practitioners will appreciate the format, with key arguments and definitions already noted in the margins, basic discussion about what marketing and brands are, frequent summaries and outlines of the conclusions.
Each chapter has a 'Marketing action checklist' at the end, which contains suggestions for organisations. However, even these look a bit like exam questions or tutorial exercises. For example, the checklist for chapter two suggests that you should 'Write down what you understand by the term 'brand' and compare your views with those of your colleagues.
On a minor point, non-UK readers may be unfamiliar with some of the companies mentioned in passing, for example Sainsbury and Hovis.
This book is of a different nature than Kunde's Corporate religion (see review at this site), which is more practitioner orientated and inspirational.
Creating Powerful Brands covers the basic concepts of branding, and for someone who is trying to improve his/her company's branding strategy the center would recommend them to read de Chernatony's and McDonald's book first in order to brush up on any weak areas of knowledge, and then Kunde's book as inspiration and motivation.
1 of 1 people found the following review helpful.
bible for branding
By raju
iam a marketing executive currently passed out of the b school.iam feeling sorry for not coming across this book in my school.excellent book.starts with a saying for the need of a brand and how a product is perceived as brands by customer quoting the famous pepsi and coke fight on customers mindshare, the blind test and all.this book not only says about the branding of the products but also branding of the various services and also how to do the branding for business to business transaction also.the author clearly mentions the straegies for the dealer outlets ,retail shops and also says in what way these branding can be converted to make profits.lot of advertisements also reprinted for explaining the role of advertising in building the brands.reference they have mentioned is extremely good.all the brand management experts names are mentioned. a good book for all students ,beginners and practitioners of branding.
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