Strategic Brand Management, 3rd Edition - Chernev, Alexander
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In Strategic Brand Management (3rd 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 developing a meaningful value proposition, designing brand attributes, developing an impactful brand communication campaign, managing brand portfolios, cobranding, brand…mehr

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Produktbeschreibung
In Strategic Brand Management (3rd 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 developing a meaningful value proposition, designing brand attributes, developing an impactful brand communication campaign, managing brand portfolios, cobranding, brand repositioning and realignment, managing brand extensions, measuring brand impact, the legal aspects of protecting the brand, and developing a strategic brand management plan. Clear, succinct, and practical, Strategic Brand Management is the definitive text on building strong brands.
Autorenporträt
Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. He is an expert in marketing strategy, brand management and consumer behavior. Dr. Chernev holds a Ph.D. in psychology and a second Ph.D. in business administration from Duke University. His research has been published in the leading marketing journals and has been frequently quoted in the business and popular press, including Scientific American, Associated Press, Business Week, Forbes, Newsweek, The Wall Street Journal, Financial Times, The New York Times, The Washington Post, and Harvard Business Review. Alexander Chernev has written numerous articles focused on business strategy, brand management, consumer behavior, and market planning. He was ranked among the top ten most prolific scholars in the leading marketing journals by the Journal of Marketing and among the top five marketing faculty in the area of consumer behavior by a global survey of marketing faculty published by the Journal of Marketing Education. Dr. Chernev teaches marketing strategy, brand management, and behavioral decision theory in MBA, PhD, and executive education programs at the Kellogg School of Management. He has also taught in executive programs at INSEAD in France and Singapore, at the Institute for Management Development (IMD) in Switzerland, and at Hong Kong University of Science and Technology. Professor Chernev has received many teaching awards, including the Chairs' Core Course Teaching Award, Kellogg Faculty Impact Award, and the Top Professor Award from the Kellogg Executive MBA Program, which he has received seven times. In addition to research and teaching, he is an Academic Trustee of the Marketing Science Institute and advises companies around the world on issues of marketing strategy, brand management, consumer behavior, pricing, strategic planning, and new product development. Dr. Chernev's books-Strategic Marketing Management, The Marketing Plan Handbook, and Strategic Brand Management-have been translated into multiple languages and are used in top business schools and by marketing executives around the world. He serves as an area editor for the Journal of Marketing and is on the editorial boards of leading research journals, including the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, and Journal of Marketing Behavior. Alexander Chernev serves as an expert witness in business strategy, brand management, consumer behavior, and intellectual property matters. He has advised Fortune 500 companies on ways to reinvent their business models, develop new products, and gain competitive advantage. He is an early-stage investor and has helped multiple startups to uncover market opportunities, craft their business models, and implement their market strategy.