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Strategic Brand Management, 4th Edition by Alexander Chernev

Strategic Brand Management, 4th Edition

by Alexander Chernev
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Book cover type: Hardcover
  • ISBN13: 9781936572878
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: Cerebellum Press
  • Publisher Imprint: Cerebellum Press
  • Publication Date:
  • Pages: 216
  • Original Price: GBP 59.5
  • Language: English
  • Edition: N/A
  • Item Weight: 590 grams
  • BISAC Subject(s): Graphic Arts / Branding & Logo Design

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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