Strategic Brand Management, 3rd Edition

    • 4.5 • 2 Ratings
    • $52.99
    • $52.99

Publisher Description

In Strategic Brand Management, 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.

GENRE
Business & Personal Finance
RELEASED
2020
January 31
LANGUAGE
EN
English
LENGTH
265
Pages
PUBLISHER
Cerebellum Press
SELLER
Cerebellum Press
SIZE
48.4
MB

More Books by Alexander Chernev

2019
2017
2018
2020
2017
2019

Customers Also Bought