From brand vision to brand evaluation: The strategic process of growing and strengthening brands

摘要

When Professor Leslie de Chernatony published his first edition of 'From Brand Vision to Brand Evaluation' in 2001, he was one of the first scholars who addressed the importance of the internal perspective of brand management. Instead of looking at brand management solely from the external perspective of the market-based view, he accented the importance of integrating all stakeholders into the branding process. Thus, he added the internal perspective, focussing on the most crucial and most neglected part of brand management: the successful implementation of brand strategies in the company. His theoretical foundation is therefore based on the market as well as on the resourceand competence-based view. In the following years, the topic of internal brand management became of major importance in the academic world.