Can I read Strategic Brand Management, 2nd Edition on EtoBox?

Strategic Brand Management, 2nd Edition by Chernev, Alexander is a book available to read on EtoBox.

What is Strategic Brand Management, 2nd Edition about?

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.

Author

Chernev, Alexander

Publisher

Northwestern University

Published

2018

Language

EN