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Více o knize
Focusing on the systematic approach to brand management, this book by a Kellogg School of Management professor outlines essential principles for creating enduring brands. It covers a wide range of topics, including value proposition development, brand attributes design, impactful communication strategies, and brand portfolio management. Additionally, it addresses cobranding, repositioning, brand extensions, and the legal aspects of brand protection. The clear and practical framework makes it a definitive guide for anyone looking to strengthen their brand strategy.
Nákup knihy
Strategic Brand Management, 3rd Edition, Alexander Chernev
- Jazyk
- Rok vydání
- 2020
- product-detail.submit-box.info.binding
- (pevná)
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Doručení
Platební metody
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- Jazyk
- anglicky
- Autoři
- Alexander Chernev
- Vydavatel
- Cerebellum Press
- Rok vydání
- 2020
- Vazba
- pevná
- Počet stran
- 266
- ISBN13
- 9781936572632
- Série
- Hodnocení
- 5 z 5
- Anotace
- Focusing on the systematic approach to brand management, this book by a Kellogg School of Management professor outlines essential principles for creating enduring brands. It covers a wide range of topics, including value proposition development, brand attributes design, impactful communication strategies, and brand portfolio management. Additionally, it addresses cobranding, repositioning, brand extensions, and the legal aspects of brand protection. The clear and practical framework makes it a definitive guide for anyone looking to strengthen their brand strategy.