Product Description: This work seeks to synthesize some of the key issues in brand management, overview some of the evolving findings and highlight the contribution that each of the selected papers in the book has made in advancing knowledge about brand management.

(view table of contents)

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.