Strategic Brand Management, 2nd Edition, Paperback, 2nd ed. Edition by Chernev, Alexander

Paperback: 2nd ed. Edition
Brand New
9781936572359
1936572354

Publication Date: 2017-10-15
Publisher: Cerebellum Press
Paperback : 206 pages
Edition: 2nd ed. Edition
Author: Chernev, Alexander
ISBN-10: 1936572354
ISBN-13: 9781936572359

In Strategic Brand Management (2nd 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 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.