Building Strong Brands

Building Strong Brands

Por: Alexander Chernev
This podcast is based on Strategic Brand Management by Alexander Chernev, professor of marketing at the Kellogg School of Management at Northwestern University. It offers a structured approach to the core principles of brand building and introduces a cohesive framework for brand management. Key topics include developing a compelling value proposition, defining brand attributes, designing effective communication campaigns, managing brand portfolios, cobranding, repositioning, sustaining brand strength, protecting brand equity, measuring brand impact, and creating a strategic brand management plan.
34 episodios disponibles

Latest episodes of the podcast Building Strong Brands

Brands and Brand Management 10/08/2025
Brands as a Mental Image 10/08/2025
Brands as an Element of the Marketing Mix 10/08/2025
Value-Driven Brand Management 10/08/2025
Brands as a Tool for Creating Value 10/08/2025
How Brands Create Customer Value 10/08/2025
How Brands Create Company Value 10/08/2025
Brand Power and Brand Equity 10/08/2025
Defining the Brand Value Proposition and Positioning 10/08/2025
Identity Branding 10/08/2025
Building Luxury Brands 10/08/2025
Building Personality and Professional Brands 10/08/2025
Designing the Brand: Brand Identifiers and Brand Associations 10/08/2025
Designing Brand Identifiers, Part 1 10/08/2025
Designing Brand Identifiers, Part 2 10/08/2025
Designing Brand Associations 10/08/2025
Managing Brand Communication 10/08/2025
Defining Communication Goals and Strategy 10/08/2025
Selecting the Communication Media 10/08/2025
Designing the Creative Execution 10/08/2025
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