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.
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.
Über den Autor
Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. His research has been published in leading marketing journals and frequently cited in both the business and popular press. He has been ranked among the top ten most prolific scholars by the Journal of Marketing and among the top five marketing faculty in the field of consumer behavior by a global survey published in the Journal of Marketing Education. His books have been translated into multiple languages and are used in top business schools around the world. He teaches marketing strategy, brand management, and behavioral science across a wide range of programs, including MBA, Executive MBA, PhD, and executive education. He has received numerous teaching awards, including the Top Professor Award from the Kellogg Executive MBA Program, which he has won fifteen times. In addition to his research and teaching, he has served as an Academic Trustee and Academic Fellow of the Marketing Science Institute and advises companies worldwide on issues related to marketing strategy, brand management, and behavioral science.
