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Strategic Brand Management 2nd edition by Alexander Chernev 1936572354 9781936572359

Name: Strategic Brand Management 2nd edition by Alexander Chernev 1936572354 9781936572359
SKU: EB-20828
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Authors:Chernev, Alexander , Series:Strategic Studies [48] , Tags:Business & Economics; Marketing; General; Advertising & Promotion; Consumer Behavior; Sales & Selling; Management; Law; Intellectual Property; Trademark , Author sort:Chernev, Alexander , Ids:9781936572380 , Languages:Languages:eng , Published:Published:Jan 2018 , Publisher:Northwestern University , Comments:Comments:InÂ Strategic Brand ManagementÂ (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.

SKU: EB-20828 Category: eBook PDF Tags: Alexander Chernev, Brand Management, Strategic

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ISBN-10 : 1936572354

ISBN-13 : 9781936572359

Author: Alexander Chernev

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 Table of contents:

Part One: The Big Picture

1. Marketing Strategy and Tactics

2. Brands as a Means of Creating Market Value

Part Two: Building the Brand

3. Developing a Brand Strategy

4. Designing the Brand

5. Communicating the Brand

Part Three: Growing the Brand

6. Crafting the Brand Architecture

7. Managing Brand Dynamics

Part Four: Assessing and Managing Brand Value

8. Measuring Brand Equity

9. Managing Brand Equity

10. Legal Aspects of Brand Management

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