" From Brand Vision to Brand Evaluation " (3rd Edition), written by , is a comprehensive academic and practical guide to strategic brand management. Published in 2010, this edition provides a step-by-step framework for building, implementing, and measuring the performance of integrated brands. Core Themes and Content
: Aligning internal values with the brand promise. Brand Objectives : Setting measurable goals for the brand.
: Resourcing the brand and ensuring staff are empowered to deliver.
