Strategic Brand Management by Alexander Chernev (Farsi)

Description

"Strategic Brand Management" by Alexander Chernev, professor of marketing at Northwestern University's Kellogg School of Management, offers a comprehensive and systematic approach to understanding the fundamental principles of brand building. In this third edition, Chernev presents a cohesive framework for brand management, emphasizing the unique role of brands in creating market value and fostering long-term customer relationships. The book covers a wide range of topics essential for effective brand management, including developing a compelling value proposition, designing brand attributes, crafting impactful communication campaigns, managing brand portfolios, cobranding strategies, brand repositioning, extensions, and measuring brand impact.