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Hosted by Alexander Chernev · 🇺🇸 US · EN · 34 episodes
Established thought leaders with verified media credentials.
Learn 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, entrepreneurs, and senior executives, this program breaks down the science and strategy behind building brands that stand out in competitive markets.What You'll Learn:• Core principles of strategic brand management• How to define a strong brand value proposition and positioning• Designing brand attributes, identifiers, and associations• Building impactful brand communication campaigns• Brand architecture and portfolio management• Cobranding and brand extension strategies• Brand repositioning and realignment• Managing brands over time for sustainable growth• Measuring brand equity, brand power
Alexander Chernev hosts Building Strong Brands, a business show with 34 episodes published.
This episode examines the role of a brand identity guide in ensuring consistent presentation across all customer touchpoints. It describes the strategic and tactical elements that define brand identifiers, associations,
This episode outlines how to perform a brand audit to evaluate strengths, uncover opportunities, and address performance issues. It explains the four main types—planning, implementation, customer impact, and company valu
This episode details how to create a comprehensive brand-management plan that integrates strategic goals, target market definition, value proposition, and tactical execution. It emphasizes alignment between brand design,
market strength and financial value. It outlines methods for assessing how well a brand drives customer choice, usage, and advocacy, and how these behaviors translate into economic returns. The conversation underscores t
This episode explains how to assess the influence of a brand on both customers and the company. It covers frameworks for evaluating strategic and monetary contributions, ensuring brand performance aligns with business ob
This episode delves into how companies lease their brand assets to others in exchange for compensation, enabling both licensors and licensees to create value. It covers the advantages, such as expanded market presence an
This episode focuses on subtle updates to brand identifiers and associations to keep them aligned with the brand’s core value proposition. It explains how changes to logos, names, mottos, and packaging can refresh a bran
This episode examines how brands change their target audience or value proposition to shift customer perceptions without fundamentally altering the product itself. It highlights common drivers of repositioning, including
This episode explores how companies expand their brand’s reach by introducing it to new products, services, or markets. It outlines the strategic benefits of brand extension, such as leveraging existing equity, alongside
This episode examines the role of private-label brands as retailer-owned offerings, detailing their advantages in differentiation, pricing, and channel control. It also addresses challenges such as brand-building experti
This episode explores cobranding as a strategic partnership between independent brands to enhance visibility, credibility, and shared associations. It outlines key forms—product and service cobranding, ingredient brandin
This episode explores three primary portfolio structures—umbrella branding, house-of-brands, and hybrid approaches—detailing their strategic implications. It discusses how each structure balances brand independence with
This episode introduces the concept of a brand portfolio as a coordinated set of brands serving different roles within a company’s overall strategy. It covers key considerations in defining the portfolio’s scope, roles,
This episode examines how to measure the impact of brand communication efforts by tracking changes in awareness, attitudes, and behaviors. It outlines methods for assessing both short-term campaign results and long-term
executions tailored to different media types. It explores message sources, including company voices, independent experts, and public endorsements, as well as message appeals based on information or emotion. Key principle
This episode breaks down the main types of media—paid, owned, and inbound—and how each serves brand communication differently. It analyzes their advantages, limitations, and cost-effectiveness in reaching target audience
This episode examines how to set clear communication goals by defining focus, quantitative targets, and timelines. It explains the three primary objectives—creating awareness, building preference, and prompting action—an
This episode explores how brand communication connects brand identifiers and associations to target audiences to create a distinctive and lasting image. It introduces the G-STIC framework—goal, strategy, tactics, impleme
This episode explores brand associations as strategic links that enrich a brand’s meaning by connecting it to relevant concepts, needs, and experiences valued by customers. It categorizes common association types, from f
This episode examines advanced brand identifiers, including mottos, characters, soundmarks, product design, and packaging, and their roles in expressing brand essence. It outlines key principles—strategic alignment, uniq
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Building Strong Brands is hosted by Alexander Chernev. The show is categorised under business (marketing) and has published 34 episodes.
Building Strong Brands has published 34 episodes.
Building Strong Brands regularly covers business, marketing, management. It sits in the business category, with a marketing focus.
Building Strong Brands is accessible for guests with genuine business expertise. A personalised, episode-aware pitch will still outperform a generic one every time.
Building Strong Brands hasn't explicitly signalled guest openness in recent episodes. That doesn't rule out pitching. your hook just needs to be especially compelling and relevant to their recent content.
Episodes of Building Strong Brands average 20 minutes. a focused format where a clear narrative arc and tight preparation matter most.
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