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Strategic Brand Management, 2nd Edition - Softcover

Chernev, Alexander

 
9781936572359: Strategic Brand Management, 2nd Edition
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ISBN 10: 1936572354 ISBN 13: 9781936572359
Publisher: Cerebellum Press, 2017
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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.

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  • PublisherCerebellum Press
  • Publication date2017
  • ISBN 10 1936572354
  • ISBN 13 9781936572359
  • BindingPaperback
  • Number of pages206
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