Winning with the Brand From Brand Outlook to Brand Evaluation: From Brand Outlook to Brand Evaluation

Author: Leslie de Chernon
Publisher:
Publish Date: 2002-09-01
Features: "This is a very good book written by a highly respected master of brand theory, exploring and explaining how to create a unified brand. Every chapter brings readers new, cutting-edge perspectives, discusses some beneficial exercises, and concludes with practical exercises that can be directly applied."
Co-founder of The Fourth Room: Wendy Gordon
" He is the most knowledgeable and passionate person in the world about brands. Just read this book, and you will see his professional level shining through in every word and line."
Cranfield Management School: Professor Malcolm McDonald
" As a thinker, researcher, teacher, and writer in the field of branding, Leslie is a true star. This book is not only easy to understand and engaging but also authoritative and an excellent masterpiece that is destined to be used as a standard research material in the coming years."
Former Chairman of Interbrand, Chairman of St. Peter's Brewery and Plymouth Gin Company: John Murphy