Creating Powerful Brands

Leslie de Chernatony is Professor of Brand Marketing at the University of Lugano, Switzerland; Honorary Professor of Brand Marketing at Aston University, UK and Managing Partner at Brands Box Marketing and Research Consultancy.Malcolm McDonald is Emeritus Professor of Marketing at Cranfield University, UKElaine Wallace is Lecturer in Marketing at the National University of Ireland, Galway

"As a textbook that brings together the theory and examples of how branding works in practice, it really can’t be bettered."Loyalty Magazine'This is an excellent book. It is well written, perfectly structured, full of knowledge with an invisible power to professionally and artistically acquaint the reader to the world of brands. This book proselytized me to the art of branding with its dynamic context and polymorphic approach to create sensible and useful brands. I strongly recommend it for consultants, marketing managers, business managers, college professors and students'.Dr Yannis SuvatjisAthens Graduate School of Management“Creating a powerful brand is a journey not a destination. This book is the definitive road map. Whether you are new to branding, an experienced brand manager or a senior executive wishing to keep abreast of the changing brand environment this book should be permanently on your desk.”Anthony ThomsonCo-founder and Chairman, Metro BankChairman, the Financial Services Forum “This is an exemplar testimony of an enduring brand, twenty years on, which retains crispness and relevance to brand managers and academics. de Chernatony’s authenticity in incorporating new developments in customer co-creation of brands, brand adaptability, service employees as brand ambassadors and many other innovations reflects his own leading cutting-edge role in extending the brand literature domain.”Professor Bill Merrilees, Professor in Marketing and Leader of the Branding@Griffith Research Cluster in the Griffith Business School, Brisbane, Australia"Creating Powerful Brands is a book that all serious brand managers will wish to frequently refer to and to have close at hand"Professor John M.T. Balmer, Professor of Corporate Marketing, Brunel University, London; quondam Professor of Corporate Brand/Identity Management at Bradford School of Management “This wide-ranging survey of theory and practice has now been brought bang up-to-date.”Robert Jones, Wolff Olins and Norwich Business School"Since its launch in 1992 this book has become a must have on the book shelf. In updating it has simply ensured it will retain that status for the next generation of brand owners and consultants”Nick Kendall, Group Strategy Director, BBH Ltd“Every businessman should read this book, regardless of which part of business she or he is involved in, regardless of her or his responsibility level, regardless of the business category. It is simply the best book I’ve read recently – fresh, contemporary, inspiring. Andrej Pompe, President of Brand Business School

• 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