Description
In Strategic Brand Management, Alexander Chernev, a professor of marketing at the renowned Kellogg School of Management at Northwestern University, presents a systematic approach to understanding the key principles of building strong brands. This book offers a cohesive framework for brand management, highlighting the distinct role of brands in creating market value. Topics covered include crafting a compelling value proposition, designing brand attributes, developing impactful communication campaigns, managing brand portfolios, cobranding, brand repositioning, managing brands over time, protecting the brand, measuring brand impact, and creating a strategic brand management plan. Clear, concise, and practical, Strategic Brand Management is the definitive text on building strong brands.
Author: Alexander Chernev
Publisher: Cerebellum Press
Published: 1/15/2025
Pages: 216
Binding Type: Paperback
Weight: 0.84 lbs
Size: 9.25″ H x 7.5″ L x 0.46″ W
ISBN: 9781936572861
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