Customer Reviews

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

5 star:		(2)
4 star:		(0)
3 star:		(0)
2 star:		(0)
1 star:		(0)

 

 

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.

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.