From Brand Vision to Brand Evaluation

'From Brand Vision to Brand Value' presents the reader with practical applications for brand building that build upon the theoretical background outlined in 'Creating Powerful Brands', a hugely successful text co-written by the author. It moves beyond the foundation material in that preliminary text to construct a flow chart 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 be essential reading for practitioners, students and executive courses.

Table of Contents:
Part one - The changed notion of brand management; A balanced perspective on brands; The diverse interpretations of 'brand'; Part two - Planning for integrated brands; A strategic process for building integrated brands; Part three - Employing the brand building process; Brand visioning; The importance of organizational culture on brands; Setting brand objectives; Auditing the brandsphere; Synthesising the nature of a brand; Implementing and resourcing brands; Brand evaluation.

Review :
"Provides a template for understanding the steps to maintaining, building and maximising brand value." The Bookseller - 2 Feb 2001 "This book shows the development of brand strategy as a process that every person in an organization has to believe in and own. It is full of great examples and guidelines of 'how-to' create real and sustainable momentum for a brand." - Erich Joachimsthaler, Chief Executive Officer, Brand Leadership, New York "This is an excellent title that takes you through the many aspects that brands now constitute and gives sound advice on strategically developing your brand. More Importantly, it also gives practical guidance on how you can implement your brand strategy. Building upon the knowledge and theories expounded by Leslie de Chernatony and Malcolm McDonald in their highly acclaimed text, Creating Powerful Brands, Chernatony moves beyond the foundation material of that text to construct a flow chart 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. He also provides an authoritative template for understanding the steps for maintaining, building and maximising brand value. This comprehensive book from one of the leading lights on brands looks at just what is a "brand", how do you build integrated brands, the impact of organisational culture on brands, setting brand objectives and how to implement and resource a brand. There is also a particular useful section on brand evaluation. Thorough and thoughtful, this title presents the reader with invaluable practical applications for brand building." - John Ling, CIM Direct featured in Marketing Business May 2001 "Leslie de Chernatony may be an academic, but From Brand Vision to Brand Evaluation is certainly not just academic. This is a book that promises to give practical guidance as well as theory on brand management. This book has clearly been carefully researched and is full to the brim with things that will interest and influence brand managers. The book is laid out in a relatively simple way, with a useful preface and summary at the front, but even this cannot disguise the immense labyrinth of ideas that de Chernatony has created. I am sure that this book will eventually find its way into boardrooms across the country, but with so much meat in the title, it might take devourers a bit of time to get to the bone." Brand Strategy - June 2001 "This volume provides an authoritative template for understanding the steps to maintaining, building and maximizing brand value." La Doc Management, April 2001 "As one might anticipate from an academic Brand Master ... The book progresses through the incremental stages of brand building and strengthening. It includes some thought-provoking exercises and debates at the end of each chapter. The arguments presented are well grounded and illustrated by a wealth of contemporary examples drawn from both product and service brands. As such, this should appeal to a wide audience - students, academics and practitioners will all find rewards within its pages." David McCaskey, Journal of Marketing Management, 2001, 17, 1035-1039. "The material drawn upon to develop the various arguments contained within it take the reader up to the year 2000. Many techniques widely used by practitioners to analyse aspects of their brands are described, enabling the book to be used as a practical management tool. Professor de Chernatony has included extensive references throughout the book, these appearing in manageable sections at the end of each chapter. The book is generously illustrated throughout, and even includes a section of colour plates featuring advertisements that are used to demonstrate the range of branding approaches used by different brand owners ... the reviewer thoroughly enjoyed this book and strongly recommends it to anyone working on brands or intending to do so. Terry Hanby, Director, Cram International London, UK. Brand Management - Vol 9, No 3, 215-223, January 2002.