Strategic Brand Management

Description

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. Title Page Copyright Page Table of Contents Preface Part One The Big Picture Chapter 1 Marketing Strategy and Tactics Chapter 2 Brands as a Means of Creating Market Value Part Two Building Strong Brands Chapter 3 Developing a Brand Strategy Chapter 4 Designing Brand Tactics Part Three Managing The Brand Chapter 5 Managing Brand Portfolios Chapter 6 Managing Brand Dynamics Chapter 7 Protecting the Brand Chapter 8 Brand Analysis and Planning Part Four Measuring Brand Impact Chapter 9 Brand Equity and Brand Power Chapter 10 Brand Research