De Chernatony Research Articles

Formulating brand strategy

Whilst brand strategy has high priority in most companies, there is often confusion by managers over what brands are and what they represent. Leslie de Chernatony classifies different types of brands with a matrix he has developed. This allows managers to decide how to allocate their resources best in this field and improve their brand strategy.

Problems in the production and measurement of very high vacuum, especially in applications, and a new approach to measurement based on the use of field emission : L. de Chernatony and J. Yarwood. Vacuum29, (3) 125

In-situ electrical resistance measurements were performed to obtain the scattering characteristics of very thin polycrystalline metal transition magnetic alloys grown by ion beam deposition (IBD) on specific underlayers. The experimental curves show size effects at small film thicknesses and important differences between Co85Fe15 and Ni81Fe19 thin layers grown on identical underlayers of Ta70 Å/Ru13 Å. The largest difference was observed in Ni81Fe19 films grown on underlayers of amorphous Ta70 Å. The experimental curves of electrical resistivity/conductivity variation with layer thickness were well fit within the Mayadas and Shatzkes (M-S) model, assuming specific formulations for grain growth with layer thickness.