brandchannel.com | Creating Powerful Brands | Leslie de Chernatony & Malcolm McDonald | brand | brands

Creating Powerful Brands
By Leslie de Chernatony & Malcolm McDonald
Butterworth-Heinemann (1998)

brandchannel.com says: From the fundamentals of brand management, including why brands are important, to the decision-making process behind brand loyalty and the methods for evaluating good brand management. The authors include chapters on business-to-business branding and service brands, two topics that typically receive less coverage than the relatively sexy world of consumer branding. Also by the same author: From Brand Vision to Brand Evaluation (de Chernatony). (RR, Sep-01)


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