{"product_id":"strategic-brand-management-4th-edition-9781936572878","title":"Strategic Brand Management, 4th Edition","description":"\u003cp\u003e • Author(s): Alexander Chernev\u003cbr\u003e • Publisher: Cerebellum Press\u003cbr\u003e • Publisher Imprint: Cerebellum Press\u003cbr\u003e • BISAC: Graphic Arts - Branding \u0026amp; LOGO Design\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eIn 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.\u003c\/p\u003e","brand":"Atlantic Books","offers":[{"title":"Hardcover","offer_id":46440071004311,"sku":"9781936572878","price":7601.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9781936572878.webp?v=1769113912","url":"https:\/\/atlanticbooks.com\/products\/strategic-brand-management-4th-edition-9781936572878","provider":"Atlantic Books","version":"1.0","type":"link"}