Strategic Brand Management, 3rd Edition

Released on by Alexander Chernev
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  • Strategic Brand Management, 3rd Edition Book Detail

  • Author : Alexander Chernev
  • Release Date : 2020-01-31
  • Publisher : Cerebellum Press
  • Genre : Business & Economics
  • Pages : 446
  • ISBN 13 :
  • File Size : 28,28 MB
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Strategic Brand Management, 3rd Edition by Alexander Chernev PDF Summary

Book 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.

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Strategic Brand Management, 3rd Edition

Strategic Brand Management, 3rd Edition

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In Strategic Brand Management, Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a sys

Strategic Brand Management, 3rd Edition

Strategic Brand Management, 3rd Edition

File Size : 43,43 MB
Total View : 5702 Views
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Strategic Brand Management (3rd Edition) lays out a systematic approach to understanding the key principles of building enduring brands and presents an actionab

Strategic Brand Management

Strategic Brand Management

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Total View : 7493 Views
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Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equi

Strategic Brand Management

Strategic Brand Management

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Approaches the subject of brand management from a socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabli

Brand Management

Brand Management

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Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus mana