{"product_id":"strategic-brand-management-4th-edition","title":"Strategic Brand Management, 4th Edition","description":"\u003cp\u003eIn Strategic Brand Management, Alexander Chernev, a professor of marketing at the renowned 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.\u003c\/p\u003e","brand":"Alexander Chernev","offers":[{"title":"Paperback","offer_id":47285461025004,"sku":"9781936572861","price":79.09,"currency_code":"USD","in_stock":true},{"title":"Hardcover","offer_id":47285461057772,"sku":"9781936572878","price":110.04,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0684\/1791\/3068\/files\/9781936572861.jpg?v=1770408206","url":"https:\/\/intl.allstora.com\/products\/strategic-brand-management-4th-edition","provider":"Allstora","version":"1.0","type":"link"}