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Strategic Brand Management, 3rd Edition
Buch von Alexander Chernev
Sprache: Englisch

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Beschreibung
In Strategic Brand Management (3rd 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 developing a meaningful value proposition, designing brand attributes, developing an impactful brand communication campaign, managing brand portfolios, cobranding, brand repositioning and realignment, managing brand extensions, measuring brand impact, the legal aspects of protecting the brand, and developing a strategic brand management plan. Clear, succinct, and practical, Strategic Brand Management is the definitive text on building strong brands.
In Strategic Brand Management (3rd 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 developing a meaningful value proposition, designing brand attributes, developing an impactful brand communication campaign, managing brand portfolios, cobranding, brand repositioning and realignment, managing brand extensions, measuring brand impact, the legal aspects of protecting the brand, and developing a strategic brand management plan. Clear, succinct, and practical, Strategic Brand Management is the definitive text on building strong brands.
Details
Erscheinungsjahr: 2020
Fachbereich: Werbung & Marketing
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Buch
ISBN-13: 9781936572632
ISBN-10: 193657263X
Sprache: Englisch
Ausstattung / Beilage: HC gerader Rücken kaschiert
Einband: Gebunden
Autor: Chernev, Alexander
Hersteller: Cerebellum Press
Maße: 241 x 196 x 19 mm
Von/Mit: Alexander Chernev
Erscheinungsdatum: 15.02.2020
Gewicht: 0,699 kg
Artikel-ID: 123682504
Details
Erscheinungsjahr: 2020
Fachbereich: Werbung & Marketing
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Buch
ISBN-13: 9781936572632
ISBN-10: 193657263X
Sprache: Englisch
Ausstattung / Beilage: HC gerader Rücken kaschiert
Einband: Gebunden
Autor: Chernev, Alexander
Hersteller: Cerebellum Press
Maße: 241 x 196 x 19 mm
Von/Mit: Alexander Chernev
Erscheinungsdatum: 15.02.2020
Gewicht: 0,699 kg
Artikel-ID: 123682504
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