Creating Powerful Brands, Fourth Edition

This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns.

• Summarises the latest thinking and best practice in the domain of branding .
• All new real marketing campaigns show how branding theories are implemented in practice.
• Brought right up to date with a clear European and UK focus
• Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.

About the Authors

Leslie De Chernatony is Professor of Brand Marketing, Università della Svizzera Italiana, Lugano, Switzerland and Aston Business School, Birmingham, UK. Managing Partner, Brands Box Marketing and Research Consultancy.

The Chartered Institute of Marketing cites Prof Leslie de Chernatony as one of the 50 gurus who have shaped the future of marketing. This is because of his pioneering work on Brand Management for which he has an international reputation. His cutting edge work on strategically building brands has helped many organisations to develop more effective brand strategies.

With a doctorate in brand marketing, Leslie has a substantial number of publications in American and European journals, in addition to frequent presentations at international conferences. Several of his papers have won best paper awards. His books have been translated into Chinese, Russian, Polish, Czech and Slovenian. He has several books on Brand Management, a recent one being From Brand Vision to Brand Evaluation, published by Butterworth-Heinemann and backed by online videos from Oxford Learning Lab. Winning several major research grants helped him and his team progress projects on factors associated with brand success, services branding and the future of brand management.

Leslie is Visiting Professor at Thammasat University in Bangkok. He is a Fellow of the Chartered Institute of Marketing, Fellow of the Market Research Society and Liveryman of the Worshipful Company of Marketors.

Leslie's work has resulted in TV programmes and radio broadcasts. He is a frequent speaker at management conferences. A firm advocate of the need for managers to benefit from his work on brand marketing, he has run many highly acclaimed management development workshops throughout Europe, the USA, the Middle East, the Far East, Asia and Australia. His advice has been sought by numerous organisations throughout the world on developing more effective brand strategies. On several occasions he has acted as an Expert Witness in court cases over branding issues.

Malcolm H.B. Mcdonald, Ma (Oxon), MSc, PhD, D.Litt. FCIM, FRSA was, until recently, Professor of Marketing and Deputy Director, Cranfield School of Management with special responsibility for E-Business, and is a graduate in English Language and Literature from Oxford University and in Business Studies from Bradford University Management Centre. He has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. He has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.

He is Chairman of Brand Finance plc and spends much of his time working with the operating boards of the world's biggest multinational companies, such as IBM, Xerox, BP and the like in many countries in the world, including Japan, the USA, Europe, South America, ASEAN and Australasia.

He has written forty three books, including the best seller ‘Marketing Plans; how to prepare them; how to use them’ and many of his papers have been published.

His current interests centre around the measurement of the financial impact of marketing expenditure and global best practice key account management.

He is Professor at Cranfield, Henley, Warwick, Aston and Bradford Business Schools.

Elaine Wallace, J.E. Cairnes School of Business & Economics, National University of Ireland Galway.Dr. Elaine Wallace is Lecturer in Marketing and Associate Head of Development and Promotion at the J.E. Cairnes School of Business & Economics, National University of Ireland Galway. Elaine has developed programmes in Brand Management and Branding Strategy at undergraduate and postgraduate level.

Having graduated with an honours degree in Commerce, Elaine worked initially with Siemens Limited on corporate marketing and then with Unilever as a trade marketer for brands including Persil and Timotei. She subsequently worked as Panadol Product Manager for Glaxo SmithKline and was a member of the European launch team for NiQuitin CQ. Elaine also worked as Nurofen Brand Manager in Boots Healthcare and managed the launch of Nurofen for Children into the Irish market.

Elaine completed her doctorate at the University of Birmingham, working with Professor de Chernatony. Her subsequent research has explored the antecedents and components of service employee performance, the role of the front line employee as brand champion and the nature and management of brand sabotage. Elaine adopts qualitative and quantitative methodologies in her research, has published in international journals and presented at international conferences. Her research activities to date, have been supported in part by funding from the Irish Research Council. Elaine is also interested in brand building, as well as exploring the relationship between consumers and brands and the impact of controls and compliance requirements on brand orientation.