From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands, Second Edition

By Leslie de Chernatony

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Plate 1: In this advertisement, Allinson emphasizes the reputation for quality that it has maintained over the years (reproduced by kind permission from Allied Bakery)

Plate 2: People often give to particular charities because they strongly believe in the values of that charity (reproduced by kind permission from The Blue Cross)

Plate 3: The key functional value emphasized in this advertisement for Bosch refrigerators is accessibility (created by The Design Group, London, for BSH Domestic Appliances and reproduced with kind permission)

Plate 4: Muller's Healthy Balance Corners emphasize the functional value of healthy eating (reproduced by kind permission from Muller Dairy UK Ltd)

Plate 5: The emotional value of caring for the environment is expressed in this advertisement for Jordans Country Crisp (Photographer: Nadege Meriau; Agent: Wyatt-Clarke; reproduced by kind permission from W. Jordan Cereals Ltd)

Plate 6: Ireland is reinforced as a significant place brand in this advertisement (reproduced by kind permission from Tourism Ireland)

Plate 7: Malta is strengthened as a brand in this advertisement which emphasizes the legends and literature in which it features (reproduced by kind permission of Malta Tourist Office)

Plate 8: Due to consistent advertising and promotional support, the wavy Danish bacon logo is widely recognized (reproduced by kind permission of Danish Bacon and Meat Council)

Plate 9: Birds Eye engender consumers' trust in their products by emphasizing the lack of added ingredients (reproduced by kind...

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From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands, Second Edition

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