Strategic Brand Management

by Alexander Chernev

In Strategic Brand Management, 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 designing effective brand strategy and tactics, developing a brand value proposition, managing brand portfolios, cobranding, brand repositioning, brand extensions, brand valuation, and the legal aspects of protecting the brand. Clear, succinct, and practical, Strategic Brand Management is the definitive text on building strong brands.

216 pages, Kindle Edition

Published February 21, 2016

Reviews

[Alejandro G. Rangel · Rating 4 out of 5]

This isn't your typical marketing textbook filled with abstract theories. "Strategic Brand Management" is a practical playbook for any executive who understands that in today's market, your brand *is* one of your most critical business assets. Chernev provides a refreshingly clear and disciplined framework for moving branding out of the marketing silo and into the center of corporate strategy.

The book's core strength lies in its actionable frameworks. The "3-V Principle" (creating optimal value for the Customer, Company, and Collaborators) is a simple but powerful filter for any new initiative, forcing a level of strategic alignment that is often missing in large organizations. Likewise, the G-STIC model for planning is a no-nonsense tool that can bring much-needed structure to marketing efforts.

What I appreciated most was the clear distinction between "Brand Power" (the ability to influence behavior) and "Brand Equity" (the financial value). It's a crucial concept that helps explain why some niche, high-prestige brands may be less valuable assets than mass-market powerhouses. Chernev correctly argues that a brand's value is not just about image, but about the company's ability to monetize that image effectively.

While the book has an academic foundation, its language is direct and the concepts are illustrated with relevant, real-world examples that resonate. It strips away the "fluff" often associated with branding and presents it as a rigorous business discipline. This is a must-read for CEOs, CFOs, and any leader who wants to understand how to build, manage, and measure what is arguably their company's most enduring source of competitive advantage. Highly recommend.

[Amir Jabbari · Rating 4 out of 5]

The strategic brand management by Chernev is a masterpiece written on the topic. The author has done a great job of making sure that every piece of managing a brand has been included in the book. I also highly suggest Strategic Marketing Management written by professor Chernev