Strategic Brand Management, 3rd Edition

By:

Alexander Chernev

Format:

Hardback

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Description

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.

Release date NZ

February 15th, 2020

Author

Alexander Chernev

Audience

General (US: Trade)

Pages

266

Dimensions

191x235x16

ISBN-13

9781936572632

Product ID

33567451

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