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De Chernatony L., McDonald M. Creating Powerful Brands: in Consumer, Service and Industrial Markets

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De Chernatony L., McDonald M. Creating Powerful Brands: in Consumer, Service and Industrial Markets
3rd edition. — Oxford: Elsevier, 2003. — 491 p.
The purpose of the book is to clarify the concept of brands and to help plan for their growth. To satisfy this aim we have gone through every chapter and incorporated new material. All of the
advertisements have been revisited, with a new array of brand advertisements employed. We have also introduced a new chapter that considers the challenge of branding on the Internet. Each
chapter benefits from the incorporation of new research and a broader list of recommended readings.
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