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Strategic Brand Management

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Strategic Brand Management

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 designing effective brand strategy and tactics, developing a brand value proposition, managing brand portfolios, cobranding, brand repositioning, brand extensions, brand valuation, and the legal aspects of protecting the brand. Clear, succinct, and practical, Strategic Brand Management is the definitive text on building strong brands.

Country	USA
Author	Alexander Chernev
Binding	Paperback
Brand	Chernev Alexander
EAN	9781936572298
Feature	Strategic Brand Management
ISBN	193657229X
Label	Cerebellum Press
Manufacturer	Cerebellum Press
NumberOfItems	1
NumberOfPages	216
PublicationDate	2015-12-15
Publisher	Cerebellum Press
Studio	Cerebellum Press
ReleaseDate	0000-00-00

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