Strategic Brand Management, 2nd Edition

Cerebellum Press
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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.
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Additional Information

Publisher
Cerebellum Press
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Published on
Jan 1, 2018
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Pages
206
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ISBN
9781936572380
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Features
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Language
English
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Genres
Business & Economics / Advertising & Promotion
Business & Economics / Consumer Behavior
Business & Economics / Marketing / General
Business & Economics / Sales & Selling / Management
Law / Intellectual Property / Trademark
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Content Protection
This content is DRM protected.
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Available on Android devices
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Eligible for Family Library

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