Alexander Chernev – Lifestyle Branding and the Competition for a Consumer’s Identity

(November 21, 2012) Alexander Chernev, renowned professor at the Kellogg School of Management, spoke for AUBG’s MBA program on the recent developments that have taken place in the positioning of brands on the market and the special relationship between a brand and its customers. The marketing guru also touched upon the risks associated with lifestyle branding and the challenges and rearrangements in the complex area of brand competition.

View Alexander Chernev’s talk on YouTube

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American University in Bulgaria Main Site

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