Beschreibung:
Leslie de Chernatony is Professor of Brand Marketing atthe University of Lugano, Switzerland; Honorary Professor of Brand Marketing at Aston University, UKand 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
Seeing the world's biggest brands gain ground over global markets, you can't deny that the 36,000 students in Europe studying marketing will never understand their subject without knowing how branding works. This is THE definitive introductory textbook in this crucial topic, an already hugely respected title and big seller in the field. It comes highly illustrated with over 50 brand-new, real examples of influential marketing campaigns. The rigor of this book is balanced with learning outcomes, summaries, case studies and activities: even novices to the world of branding can rely on this book to get them up to speed. This is the book that lecturers rely on to get their students thinking critically and strategically about brand.
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
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.
