Strategic brand management

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Title:

Strategic brand management

Author:

Chernev, Alexander, author

ISBN:

9781936572632

9781936572625

Personal Author:

Chernev, Alexander, author

Edition:

Third edition

Physical Description:

258 pages ; 25 cm

Contents:

Part one: the framework of brand management: Brand management as a business discipline-- Marketing management as a value-creation process-- Brand as a means of creating market value

Part two: building the brand: Developing the brand strategy-- Designing the brand-- Communicating the brand

Part three: growing the brand: Crafting the brand architecture-- Managing the brand dynamics-- Protecting the brand

Part four: brand analysis and planning: measuring brand impact-- Developing a strategic brand management plan

Abstract:

"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." Amazon.com description

Subject Term:

Branding (Marketing)

Marketing.

Advertising.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:VGBDX	1:REC-BOOK	000115802	658.82 CHE	1	Searching... Unknown
Searching... 1:VGCT	1:REC-BOOK	000149025	658.82 CHE	1	Searching... Unknown
Searching... 1:VGDBN	1:PRES-BOOK	000143146	658.82 CHE	1	Searching... Unknown
Searching... 1:VGPTA	1:REC-BOOK	000160592	658.82 CHE	1	Searching... Unknown

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Summary

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.