{"product_id":"strategic-brand-management-3rd-edition-9781936572625","title":"Strategic Brand Management  3rd Edition","description":"\u003cp\u003eIn 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.\u003c\/p\u003e","brand":"My Store","offers":[{"title":"Default Title","offer_id":45651829719093,"sku":"ByrdShop_1936572621","price":32.16,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0627\/8139\/0901\/files\/9781936572625.jpg?v=1781841606","url":"https:\/\/atxbooks.com\/products\/strategic-brand-management-3rd-edition-9781936572625","provider":"ATX Books","version":"1.0","type":"link"}