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Focusing on the principles of brand building, this book provides a systematic framework for understanding brand management's role in creating market value. It covers essential topics such as value proposition development, brand communication, portfolio management, and legal protections. Additionally, it addresses strategies for brand repositioning, extensions, and measuring impact. With clear and practical insights, the text serves as a comprehensive guide for anyone looking to strengthen their brand strategy.
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Strategic Brand Management, 3rd Edition, Alexander Chernev
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- Année de publication
- 2020
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