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

By Leslie de Chernatony

List of Figures

Chapter 1: A Balanced Perspective on Brands

Figure 1.1: Brand triangle
Figure 1.2: The branding iceberg (after Davidson 1997)
Figure 1.3: Understanding a place's brand characteristics (adapted from Anholt 2003)

Figure 2.1: The unified nature of brands
Figure 2.2: Corporate versus line branding
Figure 2.3: The virtuous circle of corporate branding (based on Kotter and Heskett 1992)
Figure 2.4: The vicious circle of corporate branding (based on Kotter and Heskett 1992)
Figure 2.5: A balanced perspective on brand positioning
Figure 2.6: Evaluating the effectiveness of the brand positioning
Figure 2.7: Choosing a brand to match self
Figure 2.8: How values influence behaviour (after Gutman 1982)
Figure 2.9: The components of brand identity
Figure 2.10: Brand management through minimizing gaps
Figure 2.11: The interactive process to develop a relationship which reinforces the brand's values
Figure 2.12: Goodyear's (1996) chronological brand categorization
Figure 2.13: Kunde's brand religion model (adapted from Kunde 2000)
Figure 2.14: Using knowledge conversion for brand-building (based on Nonaka and Takeuchi 1995)
Figure 2.15: Developing more sophisticated interpretations through managers going around the knowledge creation loop (based on Nonaka and Takeuchi 1995)
Figure 2.16: Levering knowledge to build service brands (adapted from Heskett 1987)

Figure 3.1: Striving for an integrated brand journey
Figure 3.2: The corporate branding toolkit (Hatch and Schultz 2001)
Figure 3.3: Facilitating an integrated brand through addressing four key brand communicators (adapted from Wolff Olins 1995)
Figure 3.4: The integrated...

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