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(s): Alexander Chernev
✔ Title: Strategic Brand Management, 3rd Edition
✔ Rating : 4.4 out of 5 base on (21 reviews)
✔ ISBN-10: 1936572621
✔ ISBN-13: 9781936572625
✔ Language: English
✔ Format ebook: PDF, EPUB, Kindle, Audio, HTML and MOBI
✔ Device compatibles: Android, iOS, PC and Amazon Kindle
Readers' opinions about Strategic Brand Management, 3rd Edition by Alexander Chernev
Jillian Neel
This book has reignited my passion for reading. It reminded me of the sheer joy that can be found in losing oneself in the pages of a good story. I can't wait to explore more books now.
Katherine Stevenson
I couldn't stop raving about this book to my friends and family. It's a literary gem that deserves all the praise. I can't wait to dive into more works by this talented author.
Sydney Richardson
The characters in this book felt like old friends, and I was sad to say goodbye to them at the end. It's a testament to the author's talent for creating memorable and relatable personas.
