From Brand — Vision To Brand Evaluation, Third Ed...

: Outlines the strategic process for building integrated brands.

: A central theme is the balance between how a brand is perceived externally by consumers and how it is lived internally by employees. From Brand Vision to Brand Evaluation, Third Ed...

: Deeply examines each stage of the building process, including visioning, culture, and resourcing. : Outlines the strategic process for building integrated

: Aligning internal values with the brand promise. Brand Objectives : Setting measurable goals for the brand. From Brand Vision to Brand Evaluation, Third Ed...