Building Strong Brands
Alexander ChernevLearn how to create, grow, and protect powerful brands from Alexander Chernev, Professor of Marketing at the Kellogg School of Management, Northwestern University. Based on his book Strategic Brand Management, this course delivers a practical framework for understanding how brands create unique market value and drive long-term business success. Ideal for brand managers, product managers, entrepren... more
| Publishes | Daily | Episodes | 34 | Founded | 5 months ago |
|---|---|---|---|---|---|
| Categories | MarketingManagementBusiness | ||||
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Latest Episodes
A brand identity guide ensures consistent presentation of a brand across touchpoints by defining visual, verbal, and sensory standards. This episode explains the purpose and structure of these guides, which align teams and partners around how to use ... more
A brand audit evaluates how effectively a brand creates value by analyzing its strategy, execution, and market performance. This episode introduces a four-part audit framework—planning, implementation, customer impact, and company value—designed to u... more
A strategic brand management plan defines how a brand creates, grows, and protects its market value. This episode explores the G-STIC framework—goal, strategy, tactics, implementation, and control—as the foundation for aligning brand actions with bus... more
Measuring brand power and equity reveals how brands influence behavior and generate financial value. This episode explores how brand power drives customer choice, usage, and advocacy, while brand equity captures a brand’s monetary worth. Learn method... more
Evaluating brand impact reveals how effectively a brand creates market value through perception, customer behavior, and financial performance. This episode outlines a framework that connects brand strategy to outcomes across five stages: implementati... more
Brand licensing allows companies to expand their market presence by granting usage rights to other entities in exchange for compensation. This episode explains how licensors monetize their brand assets through licensing, increasing visibility and rev... more
Brand realignment updates brand identifiers and associations to reflect evolving market conditions while preserving the brand’s core value proposition. This episode explains how realignment differs from repositioning by focusing on tactical changes—l... more
Brand repositioning changes how customers perceive a brand by redefining its value proposition and identity—without altering the core offering. This episode explores the strategic goals of repositioning, including adapting to shifting customer needs,... more
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Apple Podcasts | #5 |  Singapore/Business/Marketing |
Apple Podcasts | #165 | Singapore/Business |
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Building Strong Brands launched 5 months ago and published 34 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.
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