Strategic Brand Management

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Strategic Brand Management

Strategic Brand Management

Name: Strategic Brand Management
ISBN: 9781936572380

Chernev, Alexander

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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.

Godina:

2018

Izdavač:

Cerebellum Press

Jezik:

english

Strane:

206

ISBN 10:

1936572389

ISBN 13:

9781936572380