Strategic Brand Management, 3rd Edition (Paperback)

Strategic Brand Management, 3rd Edition By Alexander Chernev Cover Image

Strategic Brand Management, 3rd Edition (Paperback)

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In Strategic Brand Management (3rd Edition), Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a systematic approach to understanding the key principles of building enduring brands. This book presents a cohesive framework for brand management that delineates the unique role of brands as a means of creating market value. Topics covered include developing a meaningful value proposition, designing brand attributes, developing an impactful brand communication campaign, managing brand portfolios, cobranding, brand repositioning and realignment, managing brand extensions, measuring brand impact, the legal aspects of protecting the brand, and developing a strategic brand management plan. Clear, succinct, and practical, Strategic Brand Management is the definitive text on building strong brands.


Product Details ISBN: 9781936572625
ISBN-10: 1936572621
Publisher: Cerebellum Press
Publication Date: January 31st, 2020
Pages: 266
Language: English