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Focusing on the systematic approach to brand management, this book by a Kellogg School of Management professor outlines essential principles for creating enduring brands. It covers a wide range of topics, including value proposition development, brand attributes design, impactful communication strategies, and brand portfolio management. Additionally, it addresses cobranding, repositioning, brand extensions, and the legal aspects of brand protection. The clear and practical framework makes it a definitive guide for anyone looking to strengthen their brand strategy.
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Strategic Brand Management, 3rd Edition, Alexander Chernev
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- Pubblicato
- 2020
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