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Strategic Brand Management, 4th Edition

Strategic Brand Management, 4th Edition

Alexander Chernev

93,17 €
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Editorial:
Cerebellum Press
Año de edición:
2025
Materia
Ventas y marketing
ISBN:
9781936572878

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In Strategic Brand Management, Alexander Chernev, a professor of marketing at the 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.

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