Strategic Brand Management, 4th Edition
by Strategic Brand Management, 4th Edition
$60.78
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.
Product Details
- Cerebellum Press Brand
- Jan 15, 2025 Pub Date:
- 9781936572861 ISBN-13:
- 1936572869 ISBN-10:
- English Language
- 9.25 in * 0.46 in * 7.5 in Dimensions:
- 1 lb Weight:
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