This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns.
In this influential textbook, de Chernatony, McDonald & Wallace
• Summarise the latest thinking and best practice in the domain of branding
• Show how branding theories are implemented in practice with all new real marketing campaigns
• Bring the story up-to-date with a clear European focus
Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.
Table of Contents
1. Why it is important to create powerful brands
2. Understanding the branding process
3. How consumers choose brands
4. How consumer brands satisfy social and psychological needs
5. Business to business branding
6. Service brands
7. Retailer issues in branding
8. Brands on the internet
9. How powerful brands beat competitors
10. The challenge of developing and sustaining added values
11. Brand planning
12. Brand evaluation
Leslie de Chernatony is Professor of Brand Marketing at the University of Lugano, Switzerland; Honorary Professor of Brand Marketing at Aston University, UK and Managing Partner at Brands Box Marketing and Research Consultancy.
Malcolm McDonald is Emeritus Professor of Marketing at Cranfield University, UK
Elaine Wallace is Lecturer in Marketing at the National University of Ireland, Galway
'Creating a powerful brand is a journey not a destination. This book is the definitive road map. Whether you are new to branding, an experienced brand manager or a senior executive wishing to keep abreast of the changing brand environment this book should be permanently on your desk.' - Anthony Thomson, Co-founder, Metro Bank; Chairman, the Financial Services Forum
'As a textbook that brings together the theory and examples of how branding works in practice, it really can’t be bettered.' - Loyalty Magazine
'[A] classic ... an invaluable brand in itself.' - Veronika V. Tarnovskaya, Journal of Brand Management
'An excellent book. It is well written, perfectly structured, full of knowledge with an invisible power to professionally and artistically acquaint the reader to the world of brands. I strongly recommend it for consultants, marketing managers, business managers, college professors and students.' - Dr Yannis Suvatjis, Athens Graduate School of Management'An exemplar testimony of an enduring brand, which retains crispness and relevance to brand managers and academics. de Chernatony’s authenticity in incorporating new developments in customer co-creation of brands, brand adaptability, service employees as brand ambassadors and many other innovations reflects his own leading cutting-edge role in extending the brand literature domain.' - Bill Merrilees, Griffith University, Australia
'A book that all serious brand managers will wish to frequently refer to and to have close at hand.' - John M.T. Balmer, Brunel University & University of Bradford, UK
'A wide-ranging survey of theory and practice has now been brought bang up-to-date.' - Robert Jones, Wolff Olins and Norwich Business School
'Since its launch in 1992 this book has become a must have on the book shelf. In updating it has simply ensured it will retain that status for the next generation of brand owners and consultants' - Nick Kendall, Group Strategy Director, BBH Ltd
'Every business person should read this fresh, contemporar and inspiring book.' - Andrej Pompe, Brand Business School, Slovenia
‘Interesting, lively and inspiring to read, [the book] is extremely well written and useful to branding professionals students’ – Robert D Green, Journal of Product and Brand Management
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