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Strategic Brand Management, 2nd Edition

This book can be downloaded and read in Apple Books on your Mac or iOS device.

Description

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.

Strategic Brand Management, 2nd Edition
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  • $39.99
  • Available on iPhone, iPad, iPod touch, and Mac.
  • Category: Marketing & Sales
  • Published: Jan 01, 2018
  • Publisher: Cerebellum Press
  • Seller: Cerebellum Press
  • Print Length: 333 Pages
  • Language: English
  • Requirements: This book can only be viewed on an iOS device with Apple Books on iOS 12 or later, iBooks 1.3.1 or later and iOS 4.3.3 or later, or a Mac with iBooks 1.0 or later and OS X 10.9 or later.

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