Creating Powerful Brands, Third Edition by Leslie de Chernatony

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This is the third edition of one of world's most respected and successful books on branding. Written by an internationally acclaimed branding expert and author of From Brand Vision to Brand Evaluation, it has been comprehensively revised and updated with a raft of new cases and examples.

The book gives the professional and the student a deep understanding of the functioning and management of the modern brand and contains:

* Powerful analysis of new areas such as e-branding and e-marketing
* A completely new set of advertising and brand images to illustrate key points
* A powerful analysis of the key drivers of brand value

There can be no doubt that the power of brands in the international marketplace is still growing, and that Creating Powerful Brands, third edition, can explain both why and how they work.

* Comprehensive coverage of brand management
* Applications orientated, yet grounded on solid theory
* Frameworks organizing the principles of brand building

About Leslie de Chernatony

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de Chernatony is Professor of Brand Marketing and Director of the Centre for Research in Brand Marketing at The Birmingham Business School, The University of Birmingham, UK. Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. Emeritus Professor at Cranfield University, he is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals. He has written over 40 books including Marketing Plans: How to Prepare Them; How to Use Them and Malcolm McDonald on Marketing Planning (also published by Kogan Page), as well as more than 100 articles and papers.
Published July 28, 1998 by Butterworth-Heinemann. 384 pages
Genres: Business & Economics, Education & Reference, Professional & Technical, Science & Math. Non-fiction

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