From Brand Vision to Brand Evaluation, Second Edition: The strategic process of growing and strengthening brands [Paperback]

Leslie de Chernatony (Author)

Book Description

Publication Date: April 17, 2006 | ISBN-10: 0750667494 | ISBN-13: 978-0750667494 | Edition: 2

The second edition of From Brand Vision to Brand Evaluation presents the reader with practical applications for brand enhancement that build upon the theoretical background outlined in Creating Powerful Brands, a hugely successful text co-written by the author.
The first edition has been used by marketing and brand practitioners, as well as students of marketing, around the world to help them understand and implement strategies to strengthen brands. The powerful model at the core of the book is based on wide consultancy and research with companies and provides a unique framework for brand management.

It provides a flowchart for progressing the brand building process from strategy through tactics to implementation. Each stage in the flow process is examined to demonstrate how it can be applied in a real business context. The book provides an authoritative template for understanding the steps to maintaining, building and maximizing brand value.

The best practice will therefore be allied to templates that allow people to undertake appropriate activity within their company. It will

* Presents a highly developed and practical model for brand building and growth
* Uses a step by step approach and flow chart to demonstrate how each stage can be applied in business
* Based on successful and acclaimed first edition, and a related title- Creating Powerful Brands by the same author team.

Editorial Reviews

Review

"This second edition is testimony to the fact that his brand models work in the real world of business. For any organisation that understands the importance of brands in creating sustainable shareholder value, this book is a must buy."

Professor Malcolm McDonald

"Leslie's book is an excellent example of waiting for second editions which are still fresh, but market tested and polished. Buy it now for a comprehensive study of the process of building and sustaining brands."

Tim Ambler, Senior Research Fellow at LBS

"Leslie has taken the opportunity in the Second Edition to refine his core ideas and expand his well proven model for brand building."

John Murphy Founder of Interbrand and Chairman of St Peter's Brewery

"Professor de Chernatony has a series of useful exercises to help companies understand the difficult brand complex process of translating the brand's 'vision' into reality.
Branding continues to evolve, and as long as it does there will be a need for a book like this."

Tom Blackett, Deputy Chairman Interbrand

"This new edition of this highly successful, and authoritative, text will be welcomed by scholars and practitioners alike."

Professor John M.T. Balmer, Bradford School of Management.

"This book provides an in-depth analysis of all the factors and processes that influence and lead towards building a successful brand. Those who believe they are responsible for managing their corporate brands (CEOs in particular) should put this book at the top of their reading list."

Jim Northover, Chairman, Lloyd Northover

"This book has a cornucopia of models to work with that can turn theory into action".

Wendy Gordon, Chairman of Acacia Avenue

"It helps you develop brands that unify brand's internal values with the tools that enhance its market position(ing). It certainly helps me (and my clients) to develop a brand formula and a story around it."

Andrej Drapal, Partner, Pristop (Slovenia)

"Leslie de Chernatony treats this topic and its many facets comprehensively, full of valuable analytic insights and with a host of examples, not only from a marketing but also from an organisational perspective. An excellent contribution for all interested in brand management!"

Book Description

The most effective and comprehensive system for analysing and managing brands based on huge practical experience and careful analysis of best practice around the world- essential for brand practitioners and marketing students alike.

See all Editorial Reviews

Product Details

• Paperback: 320 pages
• Publisher: Butterworth-Heinemann; 2 edition (April 17, 2006)
• Language: English
• ISBN-10: 0750667494
• ISBN-13: 978-0750667494
• Product Dimensions: 9.2 x 6.7 x 0.7 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #2,088,630 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

5.0 out of 5 stars A Valuable Contribution!, April 13, 2007

By 

Ashley Konson (Toronto, Ontario, Canada) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: From Brand Vision to Brand Evaluation, Second Edition: The strategic process of growing and strengthening brands (Paperback)

I am the President of Cohesion Inc, and also a part-time course director in the marketing faculty of the Schulich School of Business, York University in Toronto, Canada. Our mission is to build strong brands and businesses through transforming them into high performance marketing systems.

Leslie de Chernatony makes a valuable contribution to marketing and business literature in this excellent book. He articulates thoughtful and compelling arguments for considering brands from both internal and external perspectives, and he drives home the importance of organizational alignment as a critical means for building strong brands and businesses. Although some areas of the book may delve too deeply into "the theory" for some readers tastes, it is also full of practical ideas and tools that will prove useful for both new and more experienced practitioners alike.

5.0 out of 5 stars From Brand Vision to Brand Evaluation, May 10, 2006

By 

Dr. Susan Whelan (Waterford Institute of Technology, Ireland) - See all my reviews
(REAL NAME)   

This review is from: From Brand Vision to Brand Evaluation, Second Edition: The strategic process of growing and strengthening brands (Paperback)

In this second edition, Professor de Chernatony provides an authoritative and up to date analysis about the core ideas and processes involved in building and strengthening brands. The unique and robust model at the heart of the book is based on an important compilation of both consultancy and research work. A series of exercises and examples facilitate an understanding of the process involved in planning and implementing brand strategies. Both visionary and practical, this book makes the compelling case for balancing what happens inside the organisation with the tools for developing and delivering a coherent and integrated brand. This book is thus an invaluable reference for both marketing managers and academics alike.