From Brand Vision to Brand Evaluation

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

Table of Contents:
Dedication; Preface; About the author; Chapter 1: A balanced perspective on brands; Summary; Why the interest in brands?; A balanced perspective on brands; Successful branding through bridging the external promise internally; Staff and brand building; Multi-faceted nature of brands; Structuring to manage brands; Conclusions; Checklist; Further reading; Chapter 2: The diverse interpretations of “brand”; Summary; Spectrum of brand interpretations; Input perspectives on brand interpretations; Output perspectives on brand interpretations; Time perspective on brand interpretations; Facilitating a company wide integrated view about the brand; Conclusions; Checklist; Further reading; Chapter 3: A Strategic Process For Building Integrated Brands; Summary; The importance of integrated branding programmes; Models to enhance integrated branding; Striving for integrated services brands; Striving for integrated digital brands; Developing integrated brands through understanding employees’ motivations; The stages in building and sustaining brands; Conclusions; Checklists; Further reading; Chapter 4: Brand Visioning; Summary; The brand’s vision; Envisioned future; Brand purpose; Identifying a brand’s purpose; Brand values; Identifying a brand’s values; Core vs peripheral values; Aligning brand and staff values; Conclusion; Checklist; Further reading; Chapter 5: The importance of organisational culture on brands; Summary; The link between organisational culture and branding; Perspectives on organisational culture; Defining and measuring organizational culture; Auditing organisational culture; Appropriateness of the organisational culture; One or several organisational cultures?; Striving for a merged unified culture; Strengthening a brand through organisational culture; The impact of organisational culture on brand performance; Conclusions; Cecklists; Further reading; Chapter 6: Setting brand objectives; Summary; Long and short term brand objectives; Long term brand objectives; Short term brand objectives; Catalytic mechanisms; Conclusions; Checklists; Further reading; Chapter 7: Auditing the brandsphere; Summary; The five forces; The corporation; Distributors; Customers, (1) End consumers, (2) Business to business customers; Competitors; Macro-environment; Summarising the impact of the five forces; Conclusions; Checklist; Further reading; Chapter 8: Synthesising the nature of a brand; Summary; The shape of the promise; Understanding the brand essence through the brand pyramid; Alternative perspectives on brand essence; Models characterising brands; From brand essence to brand positioning; Enabling staff to appreciate the brand positioning; From brand essence to brand personality; Assessing a brand's personality; Conclusions; Checklist; Further reading; Chapter 9: Implementing and resourcing brands; Summary; Structuring to deliver the brand with its unique mix of resources; Internal considerations about the value chain; Mechanistic internal implementation considerations; Mechanistic implementation for services brand; Humanistic internal implementation considerations; Importance of values in internal implementation considerations; The issue of empowerment as an internal implementation consideration; Relationships as an internal implementation issue; Enabling staff to build stronger relationships supported by technology; Arriving at the final form of the brand; The atomic model of the brand; Distinctive name and sign of ownership; Functional capabilities; Service component; Risk reducer component; Legal protection component; Shorthand notation component; Symbolic feature component; The integrated brand; Conclusions; Checklist; Further reading; Chapter 10: Brand evaluation; Summary; Multi-dimensional evaluation; Brand vision; Organisational culture; Brand objectives; Brand essence; Implementation and brand resourcing; Summarising the brand's health; Conclusion; Checklist; Further reading

Review :
"This second edition is testimony to the fact that his brand models work in the real world of business. For any organisation that understands the importance of brands in creating sustainable shareholder value, this book is a must buy." Professor Malcolm McDonald "Leslie's book is an excellent example of waiting for second editions which are still fresh, but market tested and polished. Buy it now for a comprehensive study of the process of building and sustaining brands." Tim Ambler, Senior Research Fellow at LBS "Leslie has taken the opportunity in the Second Edition to refine his core ideas and expand his well proven model for brand building." John Murphy Founder of Interbrand and Chairman of St Peter's Brewery "Professor de Chernatony has a series of useful exercises to help companies understand the difficult brand complex process of translating the brand's 'vision' into reality. Branding continues to evolve, and as long as it does there will be a need for a book like this." Tom Blackett, Deputy Chairman Interbrand "This new edition of this highly successful, and authoritative, text will be welcomed by scholars and practitioners alike." Professor John M.T. Balmer, Bradford School of Management. "This book provides an in-depth analysis of all the factors and processes that influence and lead towards building a successful brand. Those who believe they are responsible for managing their corporate brands (CEOs in particular) should put this book at the top of their reading list." Jim Northover, Chairman, Lloyd Northover "This book has a cornucopia of models to work with that can turn theory into action". Wendy Gordon, Chairman of Acacia Avenue "It helps you develop brands that unify brand's internal values with the tools that enhance its market position(ing). It certainly helps me (and my clients) to develop a brand formula and a story around it." Andrej Drapal, Partner, Pristop (Slovenia) "Leslie de Chernatony treats this topic and its many facets comprehensively, full of valuable analytic insights and with a host of examples, not only from a marketing but also from an organisational perspective. An excellent contribution for all interested in brand management!" Suzanne Beckmann, Professor , Dept. of Intercultural Communication and Management, Associate Dean CBS Executive, Master of Corporate Communication MCC, Copenhagen Business School