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Strategic Brand Management, 4th Edition

Alexander Chernev

$142.95   $114.74

Hardback

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English
Cerebellum Press
25 March 2025
In Strategic Brand Management, Alexander Chernev, a professor of marketing at the Kellogg School of Management at Northwestern University, presents a systematic approach to understanding the key principles of building strong brands. This book offers a cohesive framework for brand management, highlighting the distinct role of brands in creating market value. Topics covered include crafting a compelling value proposition, designing brand attributes, developing impactful communication campaigns, managing brand portfolios, cobranding, brand repositioning, managing brands over time, protecting the brand, measuring brand impact, and creating a strategic brand management plan. Clear, concise, and practical, Strategic Brand Management is the definitive text on building strong brands.
By:  
Imprint:   Cerebellum Press
Dimensions:   Height: 235mm,  Width: 191mm,  Spine: 14mm
Weight:   594g
ISBN:   9781936572878
ISBN 10:   1936572877
Pages:   220
Publication Date:  
Audience:   General/trade ,  ELT Advanced
Format:   Hardback
Publisher's Status:   Active

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