9781936572359-1936572354-Strategic Brand Management, 2nd Edition

Strategic Brand Management, 2nd Edition

ISBN-13: 9781936572359
ISBN-10: 1936572354
Edition: 2nd ed.
Author: Chernev, Alexander
Publication date: 2017
Publisher: Cerebellum Press
Format: Paperback 206 pages
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Book details

ISBN-13: 9781936572359
ISBN-10: 1936572354
Edition: 2nd ed.
Author: Chernev, Alexander
Publication date: 2017
Publisher: Cerebellum Press
Format: Paperback 206 pages

Summary

Acknowledged authors Chernev, Alexander wrote Strategic Brand Management, 2nd Edition comprising 206 pages back in 2017. Textbook and eTextbook are published under ISBN 1936572354 and 9781936572359. Since then Strategic Brand Management, 2nd Edition textbook was available to sell back to BooksRun online for the top buyback price of $ 2.34 or rent at the marketplace.

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.

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