Ebook Download Strategic Brand Management, by Alexander Chernev
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Strategic Brand Management, by Alexander Chernev
Ebook Download Strategic Brand Management, by Alexander Chernev
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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.
- Sales Rank: #275639 in Books
- Published on: 2015-12-15
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x .59" w x 7.52" l, 1.12 pounds
- Binding: Paperback
- 216 pages
Most helpful customer reviews
0 of 0 people found the following review helpful.
Very good for understand the branding core concepts
By Mauricio Vargas P
Academic book. Very good for understand the branding core concepts. The paper quality is very bad. Is the cheapest paper that I have ever seen!
The content 5 Stars. The paper 1 Star!
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