Creating Powerful Brands

click here for more details, find new or used items	Leslie de Chernatony, Malcolm McDonald Our price £19.99 (£24.99) New from £16.72 Used from £16.72 Pages: 448 (Paperback) ISBN: 0750659807 Pub: Butterworth-Heinemann Pub date: 2003-09-23 Amazon.co.uk Sales Rank: 4001

Reader Reviews:

UK brand analysis (0/0 people found this helpful)

Leslie de Chernatony is probably the leading guru on Brands, writing in the UK. Creating Strong Brands, alongside his other texts, contains extensive practical examples. Along with David Aaker, the leading guru from the USA, Leslie is essential reading.

Dr Alec Kellaway

A Great Toolkit for those interested in Brands (2/2 people found this helpful)

This update on the Professor's previous guide to understanding brand management is an excellent read. In my view, there is no better and easier to understand explanation of the difference between a product and a brand than the "product surround", which is set out in the introduction chapter. The remainder of the book is just as clear and succinct and it's packed full of useful hints and tips. Being able to simplify potentially complex concepts is a wonderful talent and on the topic of brands, no-one does it better than Lesley De Chernatonay.

Original & a refreshing read surpassing Aaker (12/12 people found this helpful)

This book has proved to be one of the most fulfilling theoretical reads regarding brands. de Chernatony & McDonald have manged to sum the industrial & social perspective of brands in 421 pages, ommitting nothing. It provides the reader with an intellectual & practical insight into the previously scantily covered consumer psychological needs area, as well as a comprehensive examination of the way that value added brands are fast becoming the necessity for branding managers worldwide, not of course forgetting the use of the 'Marketing checklist' summarising each chapter, reinforcing it's practicality. The authors have compiled several thought provoking, clear, yet deeply anaytical models that are constructed to ensure the reader, whether academic or practicing will get the utmost benefit from the content. Well done the authors, this truely is a dynamic publication, I'm awaiting the second!

Similar Products

From Brand Vision to Brand Evaluation: The strategic process of growing and strengthening brands: The Strategic Process of Growing and Strengthening Brands

Building Strong Brands

Sales Promotion

Brand Leadership

Harvard Business Review on Brand Management ("Harvard Business Review" Paperback)

Categories

Amazon.co.uk places this book into the following categories: