Strategic Brand Management, 3rd Edition

In Strategic Brand Management (3rd Edition), Alexander Chernev, professor of marketing at the renowned Kellogg School of...
$302.69 SGD
$302.69 SGD
SKU: 9781936572632
Product Type: Books
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Author: Alexander Chernev
Format: Hardcover
Language: English
Subtotal: $302.69
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Strategic Brand Management, 3rd Edition by Chernev, Alexander

Strategic Brand Management, 3rd Edition

$302.69

Strategic Brand Management, 3rd Edition

$302.69
Author: Alexander Chernev
Format: Hardcover
Language: English

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.



Author: Alexander Chernev
Publisher: Cerebellum Press
Published: 02/15/2020
Pages: 266
Binding Type: Hardcover
Weight: 1.48lbs
Size: 9.25h x 7.50w x 0.63d
ISBN: 9781936572632

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