TY  - BOOK
AU  - De Chernatony Leslie
TI  - From Brand Vision to Brand Evaluation / Strategically Building and Sustaining Brands
SN  - 750646144
PY  - 2001///
PB  - Butterworth Heinemann
N2  - This book provides an authoritative template for understanding the steps leading from powerful brand vision to the brand as a stronger entity.  Foreword, Preface, The Changed Notion of Brand Management, A Balanced Perspective on Brands, The diverse Interpretations of Brand, Planning for Integrated Brands, Employing the Brand Building Process, Brand Visioning, The Importance of Organizational Culture on Brands, Setting Brand Objectives, Auditing the Brandsphere, Synthesizing the Nature of a Brand, Implementing and Resourcing Brands, Brand Evaluation, Index
ER  -