From Brand Vision to Brand Evaluation The Strategic Process of Growing and Strenghtening Brands

This second edition is testimony to the fact that his brand models work in the real world of business. For any organisation that understands the importance of brands in creating sustainable shareholder value, this book is a must buy.

Professor Malcolm McDonald

Leslies book is an excellent example of waiting for second editions which are still fresh, but market tested and polished. Buy it now for a comprehensive study of the process of building and sustaining brands.

Tim Ambler, Senior Research Fellow at LBS

Leslie has taken the opportunity in the Second Edition to refine his core ideas and expand his well proven model for brand building.

John Murphy Founder of Interbrand and Chairman of St Peters Brewery

Professor de Chernatony has a series of useful exercises to help companies understand the difficult brand complex process of translating the brands vision into reality.
Branding continues to evolve, and as long as it does there will be a need for a book like this.

Tom Blackett, Deputy Chairman Interbrand

"This new edition of this highly successful, and authoritative, text will be welcomed by scholars and practitioners alike."

Professor John M.T. Balmer, Bradford School of Management.

"This book provides an in-depth analysis of all the factors and processes that influence and lead towards building a successful brand. Those who believe they are responsible for managing their corporate brands (CEOs in particular) should put this book at the top of their reading list."

Jim Northover, Chairman, Lloyd Northover

"This book has a cornucopia of models to work with that can turn theory into action".

Wendy Gordon, Chairman of Acacia Avenue

It helps you develop brands that unify brands internal values with the tools that enhance its market position(ing). It certainly helps me (and my clients) to develop a brand formula and a story around it.

Andrej Drapal, Partner, Pristop (Slovenia)

"Leslie de Chernatony treats this topic and its many facets comprehensively, full of valuable analytic insights and with a host of examples, not only from a marketing but also from an organisational perspective. An excellent contribution for all interested in brand management!"