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.
The key strengths of the book are:
- Looking both inside an organization to understand how vision, values, culture and competencies blend with
external gaps to shape the delivery of an integrated brand
- Helps to minimize the gap between stakeholders' needs of brands
- provides guidance to develop coherent brands
Each chapter has been revised to reflect the most up to date thinking and incorporate further refinements from using the brand building model.
Part One: The Changed Notion of Brand Management
1. A balanced perspective on brands
2. The diverse interpretations of 'brand'
Part Two: Planing for Integrated Brands
3. A strategic process for duilding integrated brands
Part Three: Employing the Brand-building process
4. Brand visioning
5. The importance of organizational culture in brands
6. Setting brand objectives
7. Auditing the brandshere
8. Synthesizing the nature of a brand
9. Implementing and resourcing brands
10. Brand evaluation