'From Brand Vision to Brand Evaluation: Strategically Building and Sustaining Brands'

`From Brand Vision to Brand Evaluation: Strategically Building and Sustaining Brands' Leslie de Chernatony (Butterworth-Heinemann in association with The Chartered Institute of Marketing, 2001; ISBN 0 7506 4614 4; 320 pp; paperback; L19.99) According to a note in this book's foreword written by the chief executive of the Chartered Institute of Marketing, John Stubbs, the `book addresses the core business and academic agenda of winning customer preference in an era of change.' Brands exist, he suggests, as `defining experience in the minds and hearts of consumers and of business customers.'

This new book from Leslie de Chernatony, Professor of Brand Marketing at the University of Birmingham's School of Business, takes on the views of brands set out in his earlier book, `Creating powerful brands', co-written with Malcolm McDonald (also published by ButterworthHeinemann).

Brand management, he suggests now, has moved on from focusing solely on customers to having a more balanced approach to satisfying stakeholders, which clearly takes him into territory of interest to practitioners involved in communication management...