De Chernatony L. From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands

3rd edition. — Oxford: Elsevier, 2010. — 375 p.This book is about:
— having a more balanced perspective that looks both inside and outside an organisation to satisfy stakeholders’ needs; and — developing integrated brands through a planning process that seeks to bring about a brand vision through an appropriate organisational culture with stretching objectives, resulting results in an attractive brand essence, coherently enacted to meet the regularly monitored performance metrics. It is intended for both business school students and managers. It is grounded in a considerable literature, which draws on numerous disciplines. By pulling on such a rich literature, it has been possible to not only acknowledge the work of many respected writers, but to then build on this to develop the logic behind the systematic brand planning model.