Strategic Brand Management 4th Edition

<p><span style=background-color: rgba(255 255 255 1); color: rgba(51 51 51 1)>In </span><em style=background-color: rgba(255 255 255 1); color: rgba(51 51 51 1)>Strategic Brand Management</em><span style=background-color: rgba(255 255 255 1); color: rgba(51 51 51 1)> Alexander Chernev a professor of marketing at the renowned 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 </span><em style=background-color: rgba(255 255 255 1); color: rgba(51 51 51 1)>Strategic Brand Management</em><span style=background-color: rgba(255 255 255 1); color: rgba(51 51 51 1)> is the definitive text on building strong brands.</span></p>